The Challenge
Citizens is the Official Bank of the Phillies and the namesake of their ballpark, Citizens Bank Park. But during the postseason, MLB sponsors take over much of our usual stadium inventory. Restrictions on player and fan imagery — and even the words “World Series” — meant that we had to build excitement for the playoffs with many limitations.
The Idea
Without players or some traditional stadium assets, we made the ballpark’s iconic Liberty Bell tower our hero, connecting Citizens to the city’s postseason excitement. We extended our “Made to Lead the Rally” platform with a new rallying cry: Ready for Red October.
What We Did
The campaign ran across animated social, the Theme Tower OOH, a program ad and in-branch digital signage. I led the creative team from launch through season wrap-up.
After the Phillies’ Wild Card series loss, we deployed a pre-prepared season-ending thank-you, celebrating the team and phans for “a phantastic season” across digital OOH and social.
My Role: Associate Creative Director
Social
Animated Meta, TikTok, LinkedIn and YouTube Shorts posts built Red October buzz. We featured the Liberty Bell tower and The Phanatic to rally phans.
Stadium OOH: Theme Tower Display
This digital billboard faces outward from the grounds of Citizens Bank Park. It was some of the only stadium signage without restrictions for the postseason.
Print: Program Ad
An 8.5 x 11 playoff program ad featuring the Liberty Bell tower lit up in red over Citizens Bank Park.
In-Branch Digital Signage
This ran in Philadelphia-area branches in the week prior to the Wild Card series start.
OOH: Season Wrap-Up Digital Signage
After the Phillies lost to the Atlanta Braves in the 2026 Wildcard Series, we ran the following assets to wrap-up the season.
Social: Season Wrap-Up
Credits
ACD: Andrew Smith
CW: Mike Santopietro
Art Director/Designer: Selcuk Demren
Video Editor: Alanna Selbrook
Project Manager: Christina Turano
