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As a kid who grew up watching and loving the MLB, this project was a dream. As a writer for an agency who prides themselves on ‘making ads that aren’t ads’, this also was a dream. As a dude who always wanted to say that he “went to Tokyo on business,” yet again, a dream.

We turned MLB’s biggest stars into hand-drawn anime heroes for “Heroes of the Game,” made in partnership with legendary animators in Japan. We also cut individual hero spots for guys like Shohei Ohtani, Aaron Judge, Paul Skenes, and Juan Soto.

The campaign ran as OOH in Times Square, Shibuya Crossing, London, and Mexico City. We even made giant anime baseball cards for each player — they showed up in actual ballparks and on Good Morning America.

Heroes of the Game billboard in Times Square
Times Square
Heroes of the Game campaign on a storefront window display
Storefront Takeover, London, UK
Heroes of the Game campaign on screens at Shibuya Crossing, Tokyo
Shibuya Crossing, Tokyo

Press

Forbes MLB’s ‘Heroes Of The Game’ Ad Campaign Is An Anime Thrill Ride The campaign dovetails off the “Baseball is Something Else” brand campaign. MLB and Wieden+Kennedy partnered with Passion Pictures and Echelle… Adweek MLB and Wieden+Kennedy Give Fans Opening Day Anime Passion Pictures and Echelle Studios give Shohei Ohtani and Aaron Judge the One Piece treatment as players embrace the culture. Crunchyroll MLB Announces Heroes of the Game Anime Project with Director Hiroshi Shimizu Director Hiroshi Shimizu (chief animation director on The House of the Lost on the Cape) has been tapped for the project, which is billed as an… ESPN Ohtani, Judge, Soto, Skenes featured in MLB’s ‘Heroes of the Game’ anime campaign Dodgers two-way star Shohei Ohtani, New York Yankees star Aaron Judge, New York Mets star Juan Soto and Pittsburgh Pirates star Paul Skenes are… ABC7 New York MLB announces ‘Heroes of the Game’ anime campaign featuring Ohtani, Judge The missions of Shohei Ohtani, Paul Skenes, Juan Soto and Aaron Judge are highlighted in “Heroes of the Game.” Fast Company ‘Our players are die-hard anime fans’: Why MLB is tapping into anime for its new ads MLB chief marketing officer Uzma Rawn Dowler on the authentic fandom behind “Heroes of the Game,” made with Wieden+Kennedy, Passion Pictures, and Echelle Studios.