For the New York Rangers
The Rangers don’t need help feeling dramatic.
The Garden has that covered.
The harder part is shaping a voice that can hold the weight of the team, the city, and the season without over-explaining it.
Hype. Humor. Heartbreak.
That voice has to do a lot. It has to read the moment in front of it: when to turn up the volume, when to let the game have the last word, and how to feel just as alive on someone’s phone as it does in the building.
What I’d bring
Hockey fluency without hockey clichés
I’m Cara Lau, an ACD/copywriter based in New York. I grew up in Ontario, so hockey has always been part of how I understand sports, fans, and culture.
For the Rangers, I’d bring that fluency to a voice that can move from opening night at MSG to whatever the hockey gods allow. Postseason campaigns, postgame emails, post-practice content — it all needs to feel connected without making every moment sound the same.
Creative leadership that still loves the craft
As an ACD, I like helping the work get sharper at every stage: turning a loose thought into a direction, making the brief clearer, giving feedback creatives can use, and knowing when an idea needs push or restraint.
But I also still love the copy, the pitch, the sound booth, the edit, the pacing, the final cut. Especially when it has to be good fast.
Why this team
Rangers fandom isn’t casual. It’s inherited, defended, remembered, and renewed every time the puck drops.
For a team like this, the work has to reward the diehards, welcome the next generation, and stay disciplined enough not to turn every moment into a movie trailer.
That’s the kind of challenge I’d love to step into.
Cara Lau
Associate Creative Director, Copy
I HELP BRANDS FIND THEIR TONE UNDER PRESSURE.
