Each spot has a hand crafted and homegrown feel. Mill+ Art Director Joe Lawrence said, "The goal was not to make the players out to be superstars, but rather to humanize them and show their life on and off the field. In keeping with the grass roots theme we wanted to create spots that had a tactile and real feeling to them.
There are certain aspects of the ballpark we wanted to keep as genuine as we could. Given how iconic the scoreboard is, we aimed to stay as true to it’s actual look as possible. We shot a series of plates of the scoreboard keeper putting up 0’s. We then went on the create the rest of the the scoreboard in 3D.”
Joy Holbrook, Conspiracy EP/Managing Partner, a lifelong die-hard Cub fan, is thrilled to be working with SCC and The Mill on this fun and creative campaign. “In seeking out a design partner for this work, our neighbor The Mill and Art Director Joe Lawrence was a clear choice. Their ability to collaborate throughout the concept, editorial and design phases is truly unequaled. The Cubs are having fun this year and so are we!”