In 2018 Leo Komarov was NordicBet Finland's star ice hockey brand ambassador. We created the Home Of Hockey concept for NordicBet, and Komarov was our proof of concept. Notoriously a man of few words, he preferred to let his prowess on the ice speak for him.
We created a one minute film celebrating his journey from hockey-obsessed amateur, through his early career, to finally landing in Canada starring for the Toronto Maple Leafs. Famously a keen poker player, we show him in the pre-match locker room enjoying a game with his team-mates. Filmed on location in Prague and Helsinki.
Many photographers have failed to win the trust of Leo Komarov, and come away with unusable images. We travelled to Helsinki with photographer Johan Annerfelt, himself a keen amateur hockey player who once documented the Swedish Hockey League for trade magazines, and they hit it off immediately. Once Komarov realised he was among people who understood the sport, he relaxed and we got some great shots.