The postseason is emotional theater: Baseball at its most intense and dramatic. Our concept began with the reality that MLB players don't just compete, they conduct fan emotions. Every pitch, every swing, every play takes fans on a ride—from anticipation to disappointment to euphoria, often within the same inning.

We saw a parallel: just as maestros use their skill to guide audiences through emotional journeys, baseball players do the same thing. So we brought in Pharrell, a legendary producer whose body of work reflects the full range of human emotion. In our campaign, Pharrell plays dual roles, composing the musical soundtrack with his gospel choir project, ‘Voices of Fire’ and serving as the onscreen maestro.