Perception Teams with Agency the Concept Farm and ESPN

Perception Teams with Agency the Concept Farm and ESPN
Perception, the BDA World Gold award winning design/post studio founded by former R/GA creatives Jeremy Lasky, Danny Gonzalez and Brendan Werner, played ball with creative agency The Concept Farm on new promo campaign for ESPN's upcoming Major League Baseball playoff coverage.

The spots, which were finished in HD and SD, will begin airing the week of September 25, prior to the start of the playoffs on October 3rd.

In addition ESPN will utilize the look and feel of the campaign for the Division Series games and as they develop topical spots for the actual match-ups in the Division Series.

Featuring extensive 2D and 3D animation, the campaign uses a blackboard and chalk to cleverly illustrate each team's "formula" for success.

For the Cardinals spot, third baseman Scott Rolen dives to his left, nearly colliding with a plus sign followed by a gold-colored baseball glove and a number 6, referring Rolen's six Gold Glove awards; while in the Detroit Tigers spot catcher Ivan "Pudge" Rodriguez runs through the team's woeful 2005 column of 91 losses, wiping out all trace of them as he does so.

"From the beginning, we wanted this to look like a blackboard come to life," says Gonzalez, Visual Effects Director.

"We shot high-definition footage of a real blackboard at a school in Manhattan and were given a large number of