Entering the 2020 season as the new owners of baseball’s all-time single-season team home run record, the Minnesota Twins had begun to forge an identity as a team with power, style, and swagger. Our work showcased the players’ personalities, cultures, and individual styles. It shook the dust off the team’s apple-pie image and brought a shot of energy to a season (and fans) that needed it.
Our work for the Twins set trends rather than followed them. We brought together 3D elements, raw footage and social imagery, high-speed photography, and energy-driven, boundary-breaking design combined with cultural elements to give this Midwestern league a current and global swagger.
If 2019 was about breaking through the baseball tropes and embracing a new era for the brand, 2020 was all about owning the swagger that had been established and showcasing the team of stars who came to be known as the #BombaSquad.