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.
The user journey consisted of grabbing a delicious snow cone to cool off their competitive nature and then proceeding to vote through the middle gamified component for their favorite team. Some fans would strike a lucky number, which would win them an exclusive prize in the merch stand to the right. This led to an engaging and high-energy experience that got fans riled up and ready to have fun.
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.
