IN R DNA

Made to Mash

Louisville Slugger was looking for an edgy campaign for their 2020 bat launch. The new lineup of bats featured a design that evoked the raw, animalistic instincts of a baseball player. Players that live and breathe the game. It’s almost like baseball is in their DNA. Since Louisville Slugger has been part of baseball’s DNA since 1855, our concept felt like destiny.

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Industry

Capabilities

A male baseball player poses with a bat in a darkly lit photograph.

A printed catalogue of baseball bats and other products.

Meet Your Match

IN R DNA matched players to bats, as if they were meant to play the game as one. Using creative editing techniques and type stylized like DNA sequences, we walked a fine line between science and fate. Either way, you had the best bat on the market.

A banner ad featuring baseball images and campaign language.

A campaign Instagram post on a phone screen overlaid on a patchwork of other campaign ads.

A series of phones displaying different campaign concepts.

A male baseball player stands in a batter’s box. A mirror on the ground reflects his face and bat.

A darkly lit image of a male baseball player swinging a bat in front of mirrors.

A crouching male baseball player extends his bat toward the camera, revealing the bat artwork.

A male baseball player in casual clothes holds a baseball bat against his shoulder. He gazes longingly into the distance. One may surmise he’s daydreaming of hot summer nights, roaring crowds, and glory on the diamond.