Twelve students from the Advertising & Digital Design (A&DD)BFA program were selected to participate in this design challenge sponsored by Major League Baseball (MLB). Student teams will learn from faculty advisors as well as top industry experts to create innovative brand experience design concepts. The creative outcome of this 6-month engagement will be exhibited in New York in March 2020, and the top concept selected by MLB will be executed and made available to their worldwide fan base.
The goal of this project is to expand MLB’s core customer base by developing engaging brand experience for Gen-Z through a wide range of touch points and communication channels, including an advertising integrated brand campaign, social media and online presence, branded products, digital products and content design.