PlayStation

MLB The Show 25

Overview

MLB The Show is a top-selling franchise from PlayStation with a highly engaged fanbase. For the launch of MLB The Show 25 and the franchise’s 20th anniversary, PlayStation aimed to drive sales and player engagement by spotlighting the 2025 Cover Athletes. The campaign focused on converting existing fans and attracting new players, maximizing retail impact and digital purchases.

Role

Ideation, Art Direction, Pre-Production

Teaser: Cover Chaos

For the first time ever, we're featuring not one, but three electrifying baseball rookies as our cover athletes. In previous years, there was only a single cover star—so how do we make this reveal as dramatic and engaging as possible?

Our strategy: create chaos.

It all started with Elly De La Cruz dropping a bombshell on social media, announcing himself as the cover athlete for MLBTS. Even before the official announcement from MLBTS. Fans went wild—until the next day, when Gunnar Henderson made the same claim. Just as speculation hit a fever pitch, Paul Skenes joined in on day three, leaving everyone completely stunned. The result? A massive wave of excitement, debate, and hype leading up to the ultimate reveal.

Elly De La Cruz announces he is the cover athlete of MLBTS25 on his social media.

Wait, Gunnar Henderson says he is the cone going on the cover.

Now Paul Skenes is throwing shade on Elly and Gunnar, saying he is the rightful cover athlete.

Reaction to Cover Chaos

Fans started reacting to the three athletes’ social media, getting an overwhelming amount of confused reaction from all three athletes’ social media channels and news articles released covered the news.

The Reveal

The wait was finally over and we revealed our cover athletes for MLB The Show. and the response from fans has been nothing short of electrifying. From the moment the announcement dropped, social media lit up with excitement, debates, and pure hype.