Visual refresh for the New York Yankees 2018 season.
Agency: Carrot Creative
Client: New York Yankees
Role: Lead Design, Art Direction, Retouching
Directors: Evan Brock & Corey Upton
Animation: Adam Rozanski
About: When prompted to develop a refreshing look & feel for the 2018 season, the goal was to get butts in seats and sell more tickets. Aside from the Yankees' history, we discovered that current and prospective fans attended games because of their unpredictable outcomes—the idea that the future's unwritten. With each ticket representing a moment in time, we are putting the pieces of the story in the hands of the fans and allowing them to write the future themselves. The sequential frame-by-frame allowed mini narratives to develop within themselves and occasionally carry across multiple tickets.
Client: New York Yankees
Role: Lead Design, Art Direction, Retouching
Directors: Evan Brock & Corey Upton
Animation: Adam Rozanski
About: When prompted to develop a refreshing look & feel for the 2018 season, the goal was to get butts in seats and sell more tickets. Aside from the Yankees' history, we discovered that current and prospective fans attended games because of their unpredictable outcomes—the idea that the future's unwritten. With each ticket representing a moment in time, we are putting the pieces of the story in the hands of the fans and allowing them to write the future themselves. The sequential frame-by-frame allowed mini narratives to develop within themselves and occasionally carry across multiple tickets.
16 UNIQUE TICKET DESIGNS WERE CREATED FOR TOP-TIER ADMISSION. MATTE, GLOSS, AND GOLD FOIL PRINTING PROCESSES WERE APPLIED TO FURTHER THE PREMIUM EXPERIENCE.
EACH TICKET WAS COMPOSITED WITH TWO OR MORE PLAYER SEQUENCES. COLOR GRADING, CONTOURING, HAND LETTERING, AND ADDITIONAL DUST WAS APPLIED TO COMPLETE THE NEW AESTHETIC.
18 UNIQUE TICKET DESIGNS WERE CREATED FOR GENERAL ADMISSION. TO KEEP COST DOWN, THESE WERE PRINTED WITHOUT FOIL AND GLOSS.
DIGITAL TEMPLATES WERE CREATED FOR A RE-IMAGINED SOCIAL PRESENCE.
CONCEPTUAL BUILD-OUTS INCLUDED CARRYING THE FRAME-BY-FRAME PLAYER MOTION ACROSS TICKETS TO CONTINUE THE STORY FROM FAN TO FAN.
