New Yorkers were treated to two new ballparks this year, and Keyframe was selected to help out with the creative game-day content as the New York Yankees were looking to carry the traditions of their old Bronx home into the new stadium. This meant Keyframe was assigned to recreate some older graphics and create some new game prompts reminiscent of the “Bronx Bombers.”
Keyframe Art Director Brent Smith describes the direction of the Yankees project: “With many of our clients we develop an overall ‘look’ that follows a specific style guide. With the Yankees we went in a different direction. They wanted the whole spectrum...without using too much red. In the realm of the New York Yankees, the color red is the enemy. This was the one limitation the guys at the Yankees gave us. Other than that we were given free rein to do what we do best.”
At the All-Star break, we had a chance to catch up with Michael Bonner, Senior Director of Scoreboard & Broadcasting for the New York Yankees to see how things were going: “Keyframe has done a terrific job at Yankee Stadium. They exceeded all deadlines and are willing to listen to the client and offer their own suggestions. The work they provided is first rate and I would recommend them to any other major league team.”
As the season wears on, Keyframe remains on-call to create new graphics and ensure a continually refreshed game-day presentation. To date, Keyframe has delivered 99 different spots and over 280 separate files for the spots to fit all the different displays sizes at Yankee Stadium.