2010 GOLD

COMPUTER SOFTWARE

MLB' 09: THE SHOW

PLAYSTATION, SONY COMPUTER ENTERTAINMENT AMERICA

DEUTSCH LA

Eric Hirshberg, CEO/Chief Creative Officer
Michael Bryce, EVP, Group Creative Director
Jason Elm, SVP, Group Creative Director
Josh Fell, Senior Copywriter
Ryan Dickey, Art Director
Marisa Wasser, Senior Producer
Patrick Cinco, Senior Art Director, Digital
Josh Rose, EVP, Digital Group Creative Director
Loy Conley, Senior Producer, Digital

MLB 09 traditionally set the standard for baseball gaming titles. In 2009, we were faced with launching a game with moderate development gains but no real news. To create differentiation, we had to aggressively own authenticity in a way that felt "of baseball". Our strategy was to feature one of the game's brightest stars, Dustin Pedroia, and talk about the game within the game. By building a cultural dialogue around the smallest detail, we showed PlayStation will go to any lengths to make the most authentic baseball game available.