MiNNEsota Twins - 2020
AGENCY PARTNER: Carmichael Lynch // CREATIVE DIRECTOR: Kevin Hughes // TWINS MOTION DESIGN: Matt Semke
My first full season with the Twins was 2020. I worked with the Minneapolis Agency Carmichael Lynch and the stellar design team of Milton Un and Matthew Rector. We captured the players at Spring Training and worked with Wolf & Crow to finalize our TV and digital assets. Our goal was to shift the perspective of a MLB brand and engage a younger, non-baseball audience. The result was a campaign rooted in a maximalist design aesthetic and executions that were drenched in the high-energy lifestyle of a professional athlete.
Both “Squad” and “No Hay Descanso” allowed us to make a bold splash in the market place and firmly establish the trajectory for the future of the Twins brand.
Our In-House Creative Team was also responsible for pulling through the campaign system during the season. Below are a handful of executions we produced during 2020.
Our visual language and campaign was unlike anything in MLB, or even professional sports, at the time. We broke rules and had fun doing it.
