Minor League Baseball / Integrated Campaign

Embrace the Unexpected

MiLB turns the unexpected into the experience, giving fans something they cannot get from watching at home: a story they actually get to be part of.

Year: 2026 Role: Strategy · Art Direction · Design Team: Craig Chisholm · Jaden Ramirez · Asher Clark · Alejandra Ruiz · Ziggy Rees Deliverables: OOH · Social · Digital · Experiential

Project Overview

Minor League Baseball needed to feel relevant to young adults who saw it as a smaller, family-oriented version of the majors. We reframed its closeness, unpredictability, and crowd-driven entertainment as the reason to go.

Audience: Gen Z and young adults, ages 18–25
Focus: Audience strategy and integrated creative development
Context: University of Oregon Advertising Capstone

02 / Strategic Thinking

Problem → Insight → Idea

The Challenge

Minor League Baseball has a perception problem. To younger fans, it can feel like a smaller, less exciting version of the majors, when the reality is almost the opposite: closer, weirder, more unpredictable, and far more personal.

The Insight

People do not just want to watch something happen. They want to feel like they were part of it.

The Idea

Embrace the Unexpected turns MiLB's unpredictability into the reason to show up. When anything can happen, you are not just watching the story. You're in it.

Campaign Manifesto

MiLB is where the crowd becomes part of the story. The game is not just happening on the field; it is in the stands, on the dance cam, and somewhere between your second hot dog and a mascot race gone horribly wrong.

It is a place where you can both eat hot dogs and get chased by them. It is baseball without the velvet rope. A place where having fun is not just allowed. It is included.

The unexpected is not a distraction from the experience. It is the experience. Some nights end in walk-off hits, while others end with the mascot tripping over their own feet.

At Major League games, you watch the entertainment. At Minor League games, you are part of it.

03 / Campaign System

The Work

Across every execution, the idea stays the same: lean into the chaos and make the fan part of the story.

Second strangest thing you've seen this inning — Hero campaign execution OOH

He still won. — Hero campaign execution OOH

You kinda had to be there. — Custom Transit Bus Wrap OOH

Cowboy monkey dog campaign execution — Cowboy Monkey Dog Social

10 maple bats social campaign execution — 10 maple bats Social

Hidden potato trick social campaign execution — Hidden Potato trick Social

Sneaky Sheepy social campaign execution — Sneaky Sheepy Social

Embrace the Unexpected media plan — Media Plan

Strategy OOH Social Digital Experiential

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