CD/AD: Cenon Advincula CD/CW: Colin Costello CW: Stefan Counts
Live. Breathe. Blue. In 2014, I had the opportunity to be the lead art director for our second season with the LA Dodgers. We created and developed the campaign “LIVE. BREATHE. BLUE.” and “VIVE. RESPIRA. BLUE.” The campaign debuted on the team’s website (www.dodgers.com) and on signage seen at the highly successful, off-season FanFest at Dodger Stadium. It was incorporated in the team’s out-of-home ads, print ads, radio spots, television spots, social media, direct mail, game tickets, and souvenirs and throughout the new Dodger Stadium. The updated brand look and tagline signified the start of what would be another winning season and were integral to all Dodgers marketing communications, in-stadium and all over Los Angeles, in English and Spanish.
Live. Breathe. Blue. Campaign
In 2013, we partnered with The Dodgers' new ownership (Guggenheim Group) to create "A Whole New Blue", successfully rebooting the franchise en route to their first playoff berth in years. "Live. Breathe. Blue." is the followup campaign that centers not around starting fresh but instead around living a lifestyle.
The campaign focuses on the Dodgers' wealth of talent and the incredible story that continues to unfold game-by-game.