AS THE OFFICIAL PROTECTIVE AND CATCHER’S GEAR OF MLB, EVOSHIELD HAD TO GO HARD WITH THIS SEASON’S PRODUCT LAUNCH.
OBJECTIVE
EvoShield partnered with Defy to generate hype for the rollout of Pro-SRZ 2.0—a new line of protective guards designed for elite baseball and softball players of all ages.
SOLUTION
Defy approached concepting with a focus on EvoShield’s innovative DNA, prominently featuring pixelation and movement in the campaign’s visual system. We centered on a tagline—No Doubt. All In.—that leans into the style Evo’s customers bring to the plate each at-bat.
The campaign rollout had hundreds of assets, but the centerpiece was a hype video. Defy developed a fresh, energetic teaser script, and incorporated The Bolt™, a high-speed camera with a robotic arm, to capture exceptionally detailed product footage.
The remainder of the campaign’s assets emphasized the tech-first, future-forward aesthetic of the hype video, incorporating a variety of tactics to suit both digital and traditional assets.
Defy was also tasked with developing a campaign extension for Evo’s Custom 2.0 line. This line allows players to choose their guards’ colors, graphics, and messaging. Leading with “All New. All You.”, the campaign matched the freshness of the 2.0 visuals and messaging with custom USPs, explaining the line’s value, and contrasting it from the core campaign by flipping to a light background.
“Defy’s comfort with executing a highly technical video shoot made EvoShield willing to push the limits on what we could do and how ‘out there’ we could really go. Defy was able to see the vision and collaborate with our team seamlessly.” — Tom Bolle, Associate Marketing Manager.