CHICAGO CUBS

La Cultura Del Béisbol

The Chicago Cubs wanted to spotlight diversity in ways that properly reflected their organization, fanbase, and the game of baseball. In executing, my creative team and I chose two directions: cultural relevance and cultural resonance. Creating a unique sonic sound using traditional music and instruments in Spanish cultures allowed us to tap into the relevance of a TikTok trend, and not only reach but include a community. Developing a short documentary on Filipino-American artist, Louis De Guzman, however, allowed us to be more resonant as we shared how his love for the Cubs helped him fit in, and ultimately led to the unveiling of his sculpture at Wrigley Field.