Apple Canada, the NHL and the NHLPA have teamed up for a second year to look behind the scenes at how designers armed with the latest iPad technology collaborate with some of the league’s top goaltenders on their mask artwork.

Goalies Sam Montembeault, Anthony Stolarz, Dustin Wolf, Adin Hill, Thatcher Demko and Logan Thompson worked with artists Jordon Bourgeault, Dave Fried and Travis Michael to take their helmets from rough concept to ice-ready artwork on Apple’s iPads. The “Goalie Masks Made on iPad” campaign, developed by TBWA\Media Arts Lab Canada, is part of Apple’s continuing Made on iPad platform, which focuses on real creative workflows rather than polished demos.

Launched around hockey broadcasts on Saturday night with a 30-second video, the campaign details the iMessage back and forth between athletes and artists leading up to the 2025–2026 season. The creative presents the brainstorming sessions in real time to highlight the sketching and refining capabilities of the new iPad Pro with M5 technology, which Apple launched last month, and showcase the tools used to make quick revisions, build 3D models and fine-tune intricate textures.

Each mask tells a different story, from Stolarz’s Carlton the Bear tribute and Montembeault’s twisting python motif to Demko’s ice-breaking “Johnny Canuck” skull and Hill’s golden dragon inspired by the Golden Knights’ medieval aesthetic.

To extend the creative concept beyond the rink, Apple partnered with EA Sports NHL 26 to integrate all six masks into the video game as part of the “Made on iPad Collection,” which will be available starting Dec. 15. Fans will also be able to create their own mask designs with the iPad, Apple Pencil and the Procreate app through a 3D goalie-mask template scheduled to launch in the coming weeks.

OMD handled the media buy and Media Arts Lab is working on PR for the campaign that’s running across North America.