I JUST
WANNA PLAY

MAJOR LEAGUE BASEBALL

Challenge

How do you create a
campaign to celebrate two
of MLB’s biggest stars,
during its critical All-Star
Week, while breaking
through the increasing
NOISE of sports
marketing?

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baez2

Solution

We developed a larger
brand strategy that digs
deeply into the rich,
diverse and immensely
fascinating character of
individual MLB players,
dynamically juxtaposing
the power of their larger
than life talent
on the field and their wildly
unique and deeply humble
character off it.

The Launch
“Humble” national broadcast film

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Execution

Working closely with MLB,
Getty and the athletes
themselves we scoured
thousands of images,
personal and public to find
the right moments to bring
our script to life and then
shot the players in uniform
on their home field to bring
forth a more intimate and
personal take on stories
that were so intimate and
personal to them.

“brand strategy
that digs deeply into
the rich, diverse …”

TV & SOCIAL
TV & SOCIAL

“… AND immensely
fascinating character of
individual MLB players.”

The Launch
“Power and Grace” national broadcast film

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Impact
Impact

A campaign that extended
beyond a single moment
to become a long-term
platform that celebrates
the wide range of diverse
players, redefining what a
modern Sports Superstar
can be, while wholly
defining a radically fresh
new voice for MLB.

They performed among
the highest marketing
assets the league
has ever deployed.
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