Never Done

In Year 1, we showed young people they belonged on the diamond by establishing the new rules of the game, their rules, with “This is How We Play.” In Year 2, at All-Star 2022, we evolved the story to honor the players and their dimension. 

No one embodies the new spirit of the diamond more than the youth changing the diamond, especially the young women of LA, host to 2022’s All-Star Game. We aimed to understand their reality from as many angles as possible and learned she is defining, not being defined. The bigger the challenge, the more she is in. It’s an insight truest for L.A. area high school girls, but true for youth across the nation, representing the love of their neighborhoods and teams day in and day out.

Diamonds are multifaceted reflections of who they can be.

We are told that the best diamonds are colorless, but we know diamonds shine brighter with color. That insight led us to the idea.

Never Done Shining 

Diamonds are multi-faceted.

Always one of a kind.

The toughest and most coveted. 

Rarely perfect. 

And there is no other sport that can reflect Los Angeles with all of its unique pockets of culture and passion better than Diamond Sports. 

We partnered with local creators to capture the game's unbounded ethos and ensure an authentic narrative, shot it with pride, confidence, a sense of kindness over toughness, and true to our insight that "raw diamonds are better in color."

Let Them Shine

We gave our young Black and Brown youth the most prominent digital board in Los Angeles today: the Circa board, so the City of Angels and the MLB community could take in all their beautiful and undeniable color and dimension. 

She, They, Us. Reflecting just like diamonds.