Overview

The Toronto Blue Jays campaign aimed to connect with the South Asian community by bridging cultural and sporting familiarity between cricket and baseball. Through a culturally relevant approach, the campaign invited new fans to experience baseball as an exciting and inclusive sport.

Project Brief

With the tagline "Different Game, Same Fun," the campaign set out to spark interest in baseball among South Asian audiences by highlighting shared elements with cricket—such as batting, fielding, and team spirit—while introducing the Blue Jays as a welcoming gateway to North American sports culture.

Role

As Art Director, I led the creative concept and visual storytelling, bringing a personal passion for cricket and deep cultural understanding to shape an authentic and engaging campaign that resonated with South Asian viewers.

Methods

I crafted visuals that blended the aesthetics of cricket and baseball—incorporating familiar elements like cricket bats, field markings, and team celebrations—styled within the Blue Jays brand. The campaign rolled out across digital ads, social media, ethnic media outlets, and event activations, all designed to celebrate cultural connection while promoting community engagement with the team.