DEER PARK

ALL-STAR DIVIDE

This year (2025) at the MLB All-Stars in Atlanta, Deer Park wanted to play into the heat of it all. From the fan-fueled nature of competition to the literal summer heat of the bustling city, we needed to come together to create an experience that played into it all. In response, we brought to life the All-Star Divide. A dynamic snow cone stand that encouraged fans to cool off and get down with their favorite league.

Agency: Multiplier

Role: Art Director

CD: Bill Marceau

The stand showed up in a prime location within All-Star Village, a giant hall that hosted this year’s FanFest sponsored by Capital One. In order to make the activation stand out amongst a sea of other brands, we represented the duality of fandom through a half-and-half color scheme. Teal representing the National League, and navy representing the American League.

user journey

  1. The Snowcone Stand: The first step in the experience was to grab a snowcone from the left-side window. Each fan could choose from a list of flavors and receive a treat in a mini Deer Park-branded baseball helmet.

  2. The Voting Wall: After receiving their snowcone, fans pivoted to the center installation of the stand, where they voted for their favorite league using the base-shaped buttons. When a lucky number would hit, the scoreboard pulsed to get fans even more excited.

  3. The Merch Window: If a lucky number was scored during the voting process, the winner would approach the merch window for a uniqe prize.

  4. Secondary Photo-opps: Even the transitional side walls of the stand were photo-ready. Decorated with branded touchpoints and illustrations.

  5. The Back Photo Wall: After completing the experience in the front, fans would be urged to visit the back of the activation for a photowall filled with props to create the most special moments.

As a part of Deer Park’s sponsorship with the MLB, we were able to partner with local artist, George Baker III, to curate a series of beautiful illustrations that not only lived on the activation, but also on a collasal mural in downtown Atlanta and a limited edition Deer Park water bottle.

The stand also doubled as an eye-catching and irresistible photo opportunity once guests were ushered to the back. George’s art was tastefully interwoven into the scheme as well as fun props that fans could pose with.