Getting the attention of baseball fans is as easy as showing a killer breaking ball, dive over the back wall, or merciless home plate collision.

Getting the same level of adrenaline talking about a video game is a little harder.

We got the attention we wanted by showing highlights that would make Cooperstown jealous. We combined the insights of the game with the attitude that's found in the swagger of a homerun king. We transformed a modest budget into a twenty spot TV campaign and had Denis Leary say exactly what players think every time they step up to the plate.

We made people who live for baseball, live for 2K baseball.