I served as Creative Director on this integrated campaign for ESPN fantasy baseball. This was the TV launch. Most think the baseball season is too long and daunting, so we turned it around and said it's "Endless Drama."
So we created a soap opera featuring MLB athletes like Chase Utley and Jorge Posada, ESPN on air peronalities and real life One Life to Live soap opera stars. To keep the authenticity, we filmed everything on the One Life set in NYC and everything was directed by the real One Life director.