In Minnesota, hockey is a 24/7 obsession with a charming intensity that not-so-virtually begins in utero. But there’s always an interest in getting more kids on the ice and letting them benefit from the physical and character-building benefits of the sport. The rub: This is an audience that really knows its pucks and one falsely-toned step immediately lands you in the penalty box. Step 1 was sourcing a visual communicator with the intrinsic understanding of the subject matter. Step 2 was a slap shot that went on to win major awards.