Our idea for the campaign was based upon an abstract motif we call “The Story of a Single Pitch.” This includes the batter and hitter, an outfielder, and, of course, a fan. It was important to us to incorporate visual representations of fans since they are such a large part of the big picture. In our written concept stage, we outlined the website and how we would execute the story of a single pitch, including visual references of the proposed photography style.
The Story of a Single pitch is featured on the homepage, while the inside pages have each individual player/fan debuting a different uniform and revealing the story behind each logo. Wireframes of the proposed interface were created along with storyboards outlining various poses and how they would work together on the homepage as well as the individual pages.
A beta version of the site was rapidly developed using the wireframe and storyboards before implementing the custom photography and interface styling polish.
Outstanding photography was required to properly reveal the cool new uniforms to the world. We sketched different poses and performed initial tests at our studio to prepare ourselves for the big day. The initial shoot took place at Coca-Cola Park in one afternoon by our four man production team of photographers and designers. Everyone had a great time, even the Iron Pigs employees that were cast as the models.
Social Media Sensation
Within the first 48 hours of launch, the #smellthechange campaign went viral. It was covered on a number of high profile websites, such as Mashable, ESPN and GQ. The response from the public was immediate. According to the IronPigs’ Twitter page, the “bacon” hat has been shipped to all 50 states and 4 continents.
Helped turn our vision for smellthechange.com into a reality…Jon Schaeffer, Director, New Media/Broadcaster
Collaborating with Jon and the rest of the IronPig’s marketing team has been a major highlight for Weidenhammer and we had a blast working on the project. Together, we were worked quickly but efficiently to keep the micro-site on a strict timeline in order to launch by the spring training deadline. We also supplied the Iron Pigs with our source file assets and additional photos that didn’t make the final site. We look forward to seeing them pop-up in their marketing collateral throughout the 2014 season. Check out the new uniforms of the Iron Pigs at smellthechange.com!
The new logos were developed by the very talented team at Brandiose.