PRINT & TV
I was asked to help come up with a messaging concept for the 2018 season in time for the opener. Despite coming off two straight division titles, there was an inexplicable “ho-humness” among the team’s fanbase. The Sox needed to find a way to give the city more reasons to get excited. More reasons to care. Really, just give them More.
“More” became a foundation for the work: in this city, baseball is more than just a game. And those who play here are more than names and uniform numbers. They’re family.
It was a deliberately intimate campaign that articulated fans’ hopes for each player, as well as the players’ own expectations of themselves.
We also shot a few spots to run during games that highlighted individual players and some stories fans may not know. I wrote these two, featuring Jackie Bradley Jr’s home plate ritual and Craig Kimbrel’s pitching stance.