Adobe / MLB 🐮⚾️
Mascot Playoffs
The challenge:
As the official creative partner of Major League Baseball, Adobe wanted to tap into fan energy…but struggled to get both diehard and casual fans genuinely excited about using their products.
The idea:
When the postseason rolled around, we turned October baseball into October mascot madness with the Mascot Playoffs—a bracket-style showdown featuring mascots made entirely in Adobe Express with Firefly generative AI.
The play:
We went to work, creating mascots in-house as well as pairing up with influencers (and MLB All-Star catcher Cal “The Big Dumper” Raleigh, who designed his own mascot, Dumpa Squatch) to kick things off. Fans voted on Instagram and TikTok, created their own mascots in Adobe Express, and rooted for their favorites through each round.
The result:
Thousands of fans joined in, engagement around Adobe Firefly soared, and one very goofy bull champion took home the crown. You could say this campaign was a total home run!
Creative Director: Joe Volpicellini ACD/Art Directors: Ethan Skelton, Frakmy Olivo, David Kleven ACD/Writer: Yours Truly Art Directors/Designers: Dyrene Aquino, Conor Metz
CAL RALEIGH SHOOT: Director: Nathaniel Brav-McCabe Agency: Dentsu Creative
Meet the cast of characters competing for the mascot crown!
Fiorella Granda (@fiorelladoodles) was one of the creators we teamed up with—she brought Groovy Moooves to life!
The voting begins!
It’s Alfie Bull vs. Groovy Moooves in the final round!
BULL-LIEVE! Alfie Bull wins the Mascot Playoffs!
Seattle Mariners All-Star catcher Cal “The Big Dumper” Raleigh got in on the action and designed his own mascot, Dumpa Squatch.
Last, but not least, an email encouraging people to design their own mascots in Adobe Express.
