Baseball is back … kind of

It was April 2020. The pandemic was just starting to set in and people have yet to adjust to the new reality. Three weeks after the world changed as we knew it, baseball’s scheduled Opening Day, what is generally a holiday for fans, was coming up. We knew that now, more than ever, people would be looking for a distraction and a longing for life pre-pandemic. Tapping into this nostalgia, we decided to recreate fans’ memories at the ballpark by asking them to send us their favorite moments and photos from Angel Stadium.

When we posted it, I was actually worried that it would flop - the call to action was late at night and we had planned to begin shooting the following morning. Opposite of my instincts, we had received thousands of submissions, most of which made me want to cry.

Our team got to work. We printed, cut photos, and roamed the stadium for a few hours (keeping COVID regulations in mind). The result was hundreds of moments re-captured at the ballpark and an incredible personal connection to our fan base at a time when personal connections were not possible.

This campaign caught the attention of folks within the social space as well as sports business outlets for its simple execution and the “why didn’t I think of that?” reaction.