Backyard Bats

From one brand film to ongoing creative leadership.

Creative direction / Brand identity / Writing / Film

View the full Backyard Bats collection Watch brand film on Vidflow Origin story + AJ directing Making the bat

The assignment

A family-owned baseball brand came to me for one brand film in late 2023. After receiving it, the founders hired me to build and lead creative direction and the team.

My contribution

I developed the brand identity and a trustworthy narrative voice rooted in a grandfather’s dream. I wrote the brand film and invited Detroit Tigers broadcaster Dan Dickerson to voice it. Led a six-person team across the U.S. and Canada, coordinating brand, retail, equipment design and quality control, including collaboration in Detroit and Philadelphia.

The outcome

A single film commission grew into an ongoing creative leadership engagement, connecting the brand’s identity, narrative voice and product story.