MLB The Show 17
Playstation
There are countless reasons to love The Show.
Mutt Industries’ campaign for the 2017 release of MLB The Show aimed to get gamers outside of the typical sports gaming sphere to reappraise the title. With Ken Griffey Jr. gracing the cover this year and an all-new retro mode, we had an opportunity to hit on some old school gaming nostalgia to capture hearts and minds too. We moved away from the traditional baseball look and feel of years past with fresh, modern, and colorful updates that could feel both contemporary and retro, and helped push the game beyond the realm of baseball simulation and into the world of gaming. This edition of The Show became the biggest seller in the history of the franchise with more than 20% growth.
Work on the campaign included overall campaign concept, visual identity, a launch spot and a broadcast spot created in partnership with a production and animation studio, a regionalized pre-roll and display ad campaign, a quirky variety show YouTube series featuring MLB athletes exploring the game (see The Show Show), event design for MLB athlete event during Spring Training, and an ongoing social campaign from the game’s announcement through post-launch.
Creative Directors: Simon Armour, Adam Long
Art Director: Rhiannon Hare
Copywriter: Avery Harrison
Designers: Rhiannon Hare, Danny Peterson, Steven Birch
Animation: Golden Wolf
Production: Sony San Diego Studio