Baseball in real-time

MLB will make hundreds of pieces of content as the season rolls on.

This might seem like a normal spot promoting the recently-started Major League Baseball season, but the most exciting part is what is yet to come. This year’s campaign, according to AdAge, will feature a heavy real-time element and hundreds of pieces of content by the time the World Series rolls around. Anomaly, MLB’s agency, will produce two to three pieces of content every week as part of the “#THIS” campaign, taking a documentary-like look at events that happened around the league. Whether a pitcher just threw a no-hitter or the Tigers are on a winning streak, the agency will be there, using all of the league’s assets and cameras devoted specifically to the campaign to produce everything from totally new spots to Vines to GIFs. While the first series of videos focus on teams’ and players’ goals for the season to come, they still give you an idea of the kind of hyper-focused look the campaign will be taking to give fans the kind of inside content they crave.


Brand: Major League Baseball
Agency: Anomaly
Director: Miles Jay
Production Company: Smuggler