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Advertising + Representation
America’s legendary pastime entrusted DMA United to create connectivity between MLB and a younger, more diverse audience.
The resulting comprehensive project included the creation of MLB’s first new brand in decades, MLB Assembly. The groundbreaking new brand came to life during all-star week with a campaign that showed athletes outside of uniform for the first time, full capture motion content, 84 limited edition styles with 15 different brand collaborators, 5 artists creating live art installations, 18 Hip-Hop and DJ musical performances, food drops, consumer customization platforms with Levi’s and Under Armour, a Snarkitecture installation with Louis Slugger and a 0n-site High Snobiety film studio to catapult the content to our intended audience.
Over the 4 day event, the outsized results brought 12,000+ attendees to the event, generated millions of video views and media impressions, and most importantly generated 2X benchmark dwell time with the target audience.
Brand Soul
Strategy
Identity Creation
Create New Event
Create Partnerships
Campaign Platform
Digital + Social Platforms