INDUSTRY:
commercial
CLIENT:
ROYALE
PWHL x Royale
Overview
To kick off the second season of the Professional Women’s Hockey League (PWHL), Royale partnered with artist Briony Douglas to create a monumental tribute to the league’s first-ever athletes. The artwork titled “The Inaugural Six,” was built using hockey sticks from the PWHL’s first season. It served as a powerful symbol of legacy, progress, and the foundation laid by the first generation of athletes. Citizen Relations led the campaign’s PR, and Beyond the Vision was hired as the official video partner to create a two-part video series that would build anticipation and amplify the sculpture’s national reveal.
The Ask
The PWHL and Royale needed a video campaign that would:
— Build curiosity and excitement ahead of the unveiling
— Drive social media buzz and fan engagement
— Highlight the craftsmanship and purpose behind the sculpture
— Support Citizen Relations’ PR rollout
— Reveal the sculpture before it went live at the Toronto Eaton Centre
— Honour the “Inaugural Six” athletes through meaningful storytelling
The videos needed to be atmospheric, emotional, and visually compelling.
The Solution
Beyond the Vision developed a two-phase video strategy supported by full storyboarding and visual planning prior to production.
This ensured a clear creative direction, cohesive pacing, and a strong visual narrative on shoot day.
PRE-PRODUCTION
Storyboarding & Visual Planning
We created detailed storyboards outlining:
— The pacing and tone of the teaser
— Key visual moments during the sculpture build
— Abstract angles and lighting references
— How to reveal the sculpture without showing it fully
— The storytelling approach for the final reveal video
This planning ensured a cohesive creative direction across the entire campaign.
phase 01
Teaser Video
The teaser was crafted to build curiosity and buzz by showing:
— Moody, atmospheric close-ups of materials and textures
— Glimpses of the sculpture process without full disclosure
— Dramatic lighting and shadow play
— Suspense-driven pacing to spark intrigue
This first video successfully ignited online conversation and anticipation for what was coming.
phase 02
Official Launch Video
The launch video served as the first full look at the finished sculpture, a dramatic reveal released before it was installed at the Eaton Centre.
The video highlighted:
— The complete sculpture from multiple cinematic angles
— Symbolic details and craftsmanship
— The emotional weight behind honouring the “Inaugural Six”
— The significance of the sculpture ahead of its public showcase
This video acted as the hero asset leading into the official public launch.
The Teaser Reel
The Launch Video
The Impact
With Citizen Relations driving nationwide PR amplification, the sculpture and launch video received major Canadian media coverage, including:
The Result
The campaign successfully generated widespread buzz around PWHL Season 2 increased awareness of the “Inaugural Six” athletes, and created a cultural moment within women’s sports. The sculpture was positioned as a powerful symbol of the league’s growing legacy, and Beyond the Vision’s cinematic storytelling supported by intentional pre-production planning helped transform the reveal into a nationally recognized moment.