For the Chicago Cubs’ 2026 [THIS] campaign, a series of player-focused spots was developed to bring a cinematic dimension to the team’s larger brand story. Centered on players like Pete Crow-Armstrong and Cade Horton, the work aimed to capture not only athleticism and presence, but the feeling these players carry into the ballpark and into the fan experience. With a visual approach rooted in authenticity, texture, and restraint, the spots were designed to feel raw and immediate while still holding a cinematic quality, giving each player piece its own identity within the larger campaign world.