YANKEES: Pride. Passion. Pinstripes.
For the 2016 season, Hal Steinbrenner and The New York Yankees came to us with a unique ask - “We need you to change the perception of the franchise, with our first ever integrated campaign.” We made the bold decision to make it less about the players, and keyed in on the fan experience. The whole process was organic so fans could feel like they were part of it. In turn, we shot 6 spots and edited them all in real-time from Opening Day, till the Playoffs.