Minnesota Twins
The Underestimated


The Minnesota Twins had a problem: they wanted to grab the attention of the next generation of baseball fans, without alienating their die-hard, lifetime fans. The Twins had a second problem too: they didn’t have a partner who could work more dynamically and collaboratively, aligned with how they wanted to work.
We assembled an international team of 2D and 3D designers to tackle the project. Some were lifelong baseball fans and others had limited knowledge of the game—allowing us to break new ground while maintaining respect for the sport and its culture. Together we brought a sense of nostalgia (8-bit gaming) into a post-modern digital design future.
































Client: Minnesota Twins Baseball Team
Executive Vice President of Brand Strategy and Growth: Joe Poland
Vice President, Brand Marketing: Heather Hinkel
Sr. Manager Project Lead: Corrina Wertzberger
Creative Director: Kevin Hughes
Director, Game Day Experience: Sam Henschen,
Manager, Video: Jim Diehl
Manager, Scoreboard Operations: Jeremy Loosbrock
Los York
CCO, Director: Seth Epstein
ECD: Scott Hidinger
COO: Thomas Simmons
Executive Producer, LY Studio: Melina Osorino-Andrade
Head of Production: Mariel Sands
Producer: Brian Keegan
Senior Copywriter: Morgan Parfrey
Senior Art Director & Design Lead: Laura Pol
Creative Designer: Radu Pose
3D Generalist: Rolando Berry
3D Generalist: Dorian Gourg
2D/3D Animation Design Lead: Peiter Hergert
2D/3D Generalist: Matthew Lawless
2D Animation & Design: Ha Eun Chang
2D Animation & Design: Adam Linden
Editor: Jay McConville
Assistant Editor: Garret Mcdonald
Colorist: Emma Blackman
Mix & Sound Design: Grey Ghost Sound
Music Supervisor: Maxwell Gosling