MN TWINS - 2022 — KEVIN HUGHES

MN TWINS - 2022

AGENCY PARTNER: Los York // CREATIVE DIRECTOR: Kevin Hughes // TWINS MOTION DESIGN: Matt Semke

In my 3rd season we continued the organizational strategy of moving “Beyond Baseball” by pushing the season campaign work even farther. We were still focused on maintaining the objective of engaging a younger fan as well as a casual Twins fan. We partnered with the ultra-talented Los York team again based off of the success of our 2021 campaign. One thing that was different with our production shoot at Spring Training was we brought in a giant 36 foot LED board to put the players ‘in’ the work. It created the perfect atmosphere that the guys could feel as soon as they walked in the room.

By capturing all our players in front of the LED, we were able to build out a robust content library with ready-to-go assets for the season. A MLB team is the perfect definition of what we were calling a “Live Brand”. When certain players were playing well during the season, we were able to put them in an execution quickly because it was captured closer to a finished product. Another advantage to the shoot was we were able to use the assets for our in-stadium entertainment, merging our broadcast, social, and in-stadium look and feel.

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One opportunity I identified for the 2022 season was to start to visually categorize our broadcast and social assets that were used to promote our promotional giveaways. Traditionally, we would promote our items at the end of a baseball focused brand spot. In 2022, I decided to use TC Bear as an instant identifier of our promo items. We shot 30 minutes of him in the Quantum Mirror art installation and had plenty of content to choose from when it was time to execute the 12-15 videos for our fans.