The New York Yankees wanted to make the fan tour of Yankee Stadium more memorable. We built a game that brings fans closer to their Yankees heroes.
550
Attendees per month interact with the experience
11.5%
Year on year increase in attendee interaction between 2023 and 2026
56 times
A team of Derek Jeter, Yogi Berra and Mariano Rivera was saved
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The Yankees came to us with an open brief: make a visit to Monument Park at Yankee Stadium more rewarding. The brief came with one firm condition: no additional signage.
The client did not want QR codes, instructions or markings appearing in Monument Park, so the solution had to work without changing anything about the space itself.
That ruled out the standard approaches. If a visitor's phone cannot be told what it is pointed at, it has to work that out for itself.
We brainstormed a number of ideas, but when we saw the retired jersey numbers on the plaques in Monument Park, we instantly knew that could be our trigger. These iconic graphics set fans imagination racing so wanted to lean into them.
We had the idea to create digital versions of classic baseball cards that popped-up when you scanned the numbers on your phone. Our system needed to recognise the number and then present the fan with the baseball card. This gave fans a delightful gateway to learn more about the story of each legend.
They could flip the card over and see further statistics for them to decode which three players they wanted on their all-time dream team. Once they’d picked their three, they received a bespoke ‘Yankees personality’, based around the attributes of the selected players. We made this into a shareable asset with social media sharing integration.
We built our own computer vision model, trained specifically for the Yankees. Rather than adapting an off-the-shelf tool, we used machine learning to teach the model to recognise the retired number plaques of the club's legends from the camera image alone.
Training a model means showing it enough examples for it to understand exactly what it is looking at. We photographed the plaques dozens of times: in bright sun and in shade, up close, at an angle and from a distance. We then used those photographs to generate thousands of further simulations, covering conditions and viewpoints we could not capture on site. From that dataset, the model learned to identify every display from any point a visitor might stand. Each training cycle improved accuracy, and recognition eventually reached 99% across all the numbers.
We worked closely with the Yankees at every stage, testing the solution in Monument Park itself and tuning the model around how visitors actually move through it.
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Since 2022, we've helped QuickBooks understand its customers and turn more website visitors into sign-ups. One project became many, and we're now a go-to partner for their international marketing team.
Architectural Grille came to us for a website redesign. We also replaced their print-and-scan quote form and built a 3D tool that shows their grilles in different sizes, materials and finishes.
Dialogue Earth's environmental journalism was spread across 4 separate websites. We rebuilt each one, then migrated 9 years of articles in 10 languages into a single home.
