360 integrated creative director and copywriter
Couple of creative challenges: First, engage 12-19 year old kids who are hard to pin down. Second, sell a new baseball bat from Rawlings, a brand mostly known for their gloves.
To connect with this obsessively tech savvy target, I had to develop non-traditional and interactive ways to communicate the 'explosive power' of the new Plasma Fusion bat.
It became the most successful product launch in the company's 120-year history, and the viral video had over 2 million views on YouTube.