MLB Be Here

ROOT Sports | 360 Brand Campaign

Following multiple iterations of FOX Sports—and after a year without direct support—fans needed a reason to believe in the new brand ROOT Sports. A fresh identity for DIRECTV's regional sports networks was about individuality, inviting fans to share their unique points of view.

Whether you're feeling heroic, passionate, silly, or anything in between, we want you to know that you can BE HERE with us at ROOT.

Our new creative services team set out to create a campaign that honors the diversity of sports fans and the unique perspectives they bring to every game. We had to move quickly—print materials were already due the day after our initial brainstorming session.

The Creative Services team shot all of the campaign videos.

We started by rolling it out for MLB, and it resonated so strongly that we extended it to all professional sports. Eventually, this evolved into the defining campaign for the network.