Anthem
Joy
To bring the work to life in the world, our placements needed to reflect the campaign’s ethos of challenging perceptions. Since the design system is best observed in quantity, we utilized imagery from official Twins photographer Brace Hemmelgarn and opted for massive, nontraditional takeovers around the city. Uptown. Northeast. Dinkytown. Downtown. None were more prominent throughout the season than Twins Way, a huge pedestrian thoroughfare leading into Target Field.
Victory
To further cement the work in the daily lives of fans, Minneapolis’ iconic Nicollet Mall was also given the takeover treatment. Dozens of unique pieces were crafted for this highly trafficked street. From player-centric flagpole banners to bus shelter wraps to giant golden bears at light rail stops, the Twins’ presence was palpable.
The versatility of the design system translated seamlessly from out in the world to inside Target Field. So we undertook the complete overhaul of their in-game graphics package. Everything that could be redesigned was redesigned to marry-up with the campaign. If it blinked, moved, played or had words, numbers or videos, it was reworked and reskinned to reflect the modern, youthful look and feel of the 2019 Minnesota Twins.
