2025 Media Week Creative Direction
Role: Creative Direction
Photography: Derrick Spencer
Agency Partner: Cuento Marketing
Scope: Design Direction | Collaboration | Asset Management
Year: 2025
Client: Athletics (MLB)
Each season’s media week photoshoot sets the creative tone for the year, feeding into a wide range of marketing channels. For 2025, the goal was to capture striking player portraits as well as develop a fresh visual style that could be repurposed across graphics, digital campaigns, and fan-facing content throughout the season.
As design director for the shoot, I established the visual direction and creative guidelines in advance and collaborated with our photographer on lighting approach and incorporating unconventional angles and dynamic poses that broke from traditional portraiture. This creative direction ensured that the imagery would stand out across platforms and remain versatile for design applications. The shoot produced a cohesive library of dynamic player imagery that became the backbone of the 2025 creative system.
