For the 20th anniversary of MLB The Show, we helped redefine what a sports title could mean—crafting a launch rooted in legacy, culture,and momentum. This year marked a historic first: three cover athletes — Elly De La Cruz, Paul Skenes, and Adley Rutschman. A bold move that signaled the future of baseball—diverse, dynamic, and rising fast.
 

Partnering with Sony San Diego Studio, we led a full strategic evolution, from positioning and product naming to trailer scripting, social rollouts, and cultural storytelling.The creative bridged past and future, with a 20-year badge system, fan-first reveals, and a Collector’s Edition designed to play with purpose.