To build excitement in the weeks leading up to the 2017 season, we launched an unexpected out-of-home campaign alongside one of Milwaukee’s busiest highways. One month before Opening Day, we quietly put up a billboard featuring what appeared to be two grounds crew workers pushing a field tarp across the board’s facade. Over the next four weeks, the tarp slowly advanced to reveal more and more of the grass, until finally on the morning of Opening Day, the covering was fully removed, revealing the famous Opening Week logo.

Awards: 2018 OBIE Award Winner, Gold - Custom Installation

Role: Writer/Marketing Director