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Major League Baseball's Grand Slam in London: A Fusion of Sport and Technology

In recent years, American sports giants, the NBA and NFL, have made their mark on European soil. It was only a matter of time before Major League Baseball (MLB) aimed to carve its own niche in the European sports scene. However, MLB understood that the timeless American pastime needed more than just promotion; it required a fresh and innovative approach.

A Game-Changing Pitch

In the fall of 2016, MLB presented an intriguing pitch to our team, seeking a unique way to introduce their sport to European audiences. Fortunately, our team rose to the challenge, hitting the conceptual ballpark out of the stratosphere.

The Birth of Battlegrounds

To herald the arrival of MLB's ambitious venture, the stage was set at Pop Brixton—an inviting locale that beckoned London's baseball aficionados. Here, a one-of-a-kind home run derby face-off unfolded. Collaborating closely with MLB's in-house gaming experts, we brought a virtual reality experience to life. This groundbreaking endeavour allowed fans to step into the batter's box, virtually representing either Boston or LA. It was as if they had been transported to the hallowed grounds of Fenway Park or Dodgers Stadium.

A Symphony of Sensations

As the event unfolded, the air resonated with the rhythmic tunes of NTS radio. Accomplished DJs curated music inspired by both LA and Boston, perfectly complementing the thrilling atmosphere.

A Homerun for MLB

Major League Baseball's bold move to blend the rich tradition of the sport with cutting-edge technology proved to be a resounding success. The London event became an immersive experience, where fans could engage with the sport on a whole new level. It was a grand slam in every sense, showcasing MLB's commitment to innovation and its enduring appeal to fans on both sides of the Atlantic.

Role – Senior 3D Creative

Creative Director – Jiri Bures

Associate Creative Director – Colin Rivett

Graphic Design – Wes Richardson / Tom Maxwell

Agency – Imagination

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