Cubs Chicago

Role

Creative Strategist

Crew

Eleanor Yang (Designer). Natalie Bazydlo (AD). Kelly Combs (CW). Adam Goodreau (Brand Strategist). Helena Murphy (Account).

Date

Jun 2025 - Aug 2025

Tools

MRI-Simmons. Canvas8. Sprout Tagger. YPulse.

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What does baseball have to offer a generation that won’t even commit to weekend plans?

Cubs U was created to make Cubs games relevant to Chicago’s college students, but relevance doesn’t matter if no one knows it exists. The Cubs challenged Energy BBDO’s summer interns to reimagine how Cubs U shows up in student culture.

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the insights

THE IDEA

DIGITAL

print ad

SELECTED WORKS

the insights

THE IDEA

STATIC

experientials

Commercial

AD TESTING

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[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

THE AAF MSU CREW

SELECTED WORKS

Branding

inspiration

TYPOGRAPHY

Color palette

Logo Process

MOBILE APP

SELECTED WORKS

KEY VISUALS

BOOKMARK ORIGAMI

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AR EXPERIENCE

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print ad

SELECTED WORKS

BREWING IDEAS...