MLBShop.com is the official online shop of Major League Baseball & provides apparel that brings fans closer to the sport.
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To celebrate the 2023 World Series Champions MLBShop.com showed off an assortment of products featuring a men's locker room t-shirt, women's hoodie, commemorative cap, and locker room towel.
This particular year we added a faster shipping window so that fans could celebrate at the parade which typically occurs days after the series win in their gear. Combined with the team-styled World Series Champions logo this was also the first year we leveraged utilizing generative AI for the background to better tell a celebratory narrative than we ever could have before.
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For Major League Baseball there's no greater day than Opening Day and this year, being the first year we secured the rights to utilize player imagery we wanted to blow it out and make it extremely exciting!
Taking 6 of the league's best players at the start of the season we arranged them in a way that celebrated the intensity of the game. Complete with stadium lights, fog, and a glowing diamond behind this look really captured the essence of the season starting back up after a long wait over the winter!
Over the past two years, I've art directed a handful of photo shoots some of which included models, and others were primarily product-focused. Since MLBShop.com also hosts all of the official MLB Club stores as well we always had to account for all 30 clubs. Initial shoots focused on one product line, but as coronavirus rendered supply lines untrustworthy, we had to come up with ways to shoot products where we could superimpose graphic treatments onto similar products and thus planned our photoshoots accordingly. Some brands as well as the jerseys were unable to be superimposed and those products still had to be shot individually per team.
Needless to say, we accomplished what we needed to and utilized these assets along with player imagery as well as product assets from our sites. We shot on location at a few ballfields, in the studio and utilized a number of looks. We were always looking to capture a lighter attitude as well as capturing detail shots as well.
Photo Shoot Art Direction
For the first time, MLB Shop created a full-page takeover for the 2023 All-Star Game. This was for multiple reasons but the most important is that it would be the first time releasing Nike's revolutionary new jersey designs, the Vapor Limited and Elite Jerseys. It was crucial that we not only celebrate the gathering of the league's best players but also tell a story about the differences in quality and comfort of these new products.
Working in lockstep with the league's visual initiatives, we accomplished launching a new product line, explained the differences in a digestible way, and celebrated the league's stars all in one content area.
