Oatly Minor League baseball

Why just sponsor a pro sports team when you can create one? Introducing the 121st team of MiLB, The Malmö Oat Milkers. Partnering with the league in a multi-year deal, I named the team (from Malmö, Sweden—Oatly HQ), wrote and produced every creative execution in every channel (video, social, experiential, digital, etc.) as well as conceived the IRL activations for Oat Milkers game days. Full world-building. Now in their 2nd season, the team’s become a legit fan favorite. Slam dunk!