We were asked to develop a comprehensive campaign that built affinity for players and teams, driving the MLB licensed apparel business and tapping into the love of the fans to support their favorite teams. The visual system had to be robust, encompassing athlete and non-athlete driven content stretching across all 30 teams in the league.

As one of two art directors, I played a key role in capturing product and athlete storytelling assets and building a versatile system of assets to cater to various touchpoints. To achieve this, we created a photographic system and set that could be used to capture each jersey and background plates for our athlete heroes. Each athlete hero is derived from images sourced from Getty. Through meticulous retouching, we replaced the jerseys in these images to showcase the new on-field jerseys. Additionally, we shot multiple sets of blank polaroid frames that we could swap team-specific assets in and out of while maintaining a consistent look for the campaign. We used these to pair jersey and essence imagery with athletes and include authentic baseball textures. In total the system consists of 30 Hero Athlete Stills, 30 product-only jersey assets, vertical and horizontal polaroid arrangements (one of each per team).