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.

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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.

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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.