With Screech Owls, Jay is applying a guiding principle from his work in branded storytelling: character and story lead, while the brand benefits from the fandom that follows.

An NHL brand and distribution partnership connects mystery-adventure storytelling with the reach of hockey culture. The ambition is to build a kids’ franchise that meets audiences wherever they discover, watch, play and participate.

That means planning an interconnected storyworld from day one, across television, YouTube, gaming, social platforms and live experiences. It also means finding ways for storytellers and brands to collaborate around both individual and shared goals, with a clear understanding of what success means to each.