Roberto Luongo goes through the poses in the Vancouver Canucks' new pre-game pump-up video.

Vancouver Canucks: Behind the scenes with Rossland’s Juicy Studios

The B.C.-based company got the shot to work with various Canucks superstar in the team's new pre-game video for the 2013/14 season.



The Vancouver Canucks will have a new pre-game pump-up video for the 2013/14 season, and it won’t just star Henrik Sedin, Jason Garrison, Roberto Luongo, or John Tortorella.

The video was cut, edited, filmed, and created by Rossland, B.C.’s own Juicy Studios, and it will be on display for Saturday’s home opener against the Edmonton Oilers.

“For a little guy who dreamed of playing hockey in the NHL, this is as close as I’m going to get,” Juicy’s president Scotty Carlson told The Province newspaper.

“It’s gritty, it’s a dark narrative, a story people can follow from where we’ve been as a team to where we’re going.”

The Canucks – the team behind the team – have promised the video is a brand new initiative for the club, and for the NHL… a four-minute fold of storytelling that hasn’t been presented before.

“Every year we try to deliver the best experience for the fans,” said Ali Gardiner, the Canucks’ vice-president of brand development. “This year we think we’ve raised the bar.

“This is a whole new level of video and storytelling.”

The Canucks have been trying to reinvent their in-arena product for years, whether it was that gorgeous illuminated jumbotron a few seasons ago, or even last year’s cellphone-downloaded playoff app for your iPhone.

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