ESPN contracted with Luminous for the design of a collaborative, interactive, online feature titled “No Love Lost”. It is a reflection on the past 100 years of Chicago Cubs baseball, and the impact losing has had on Cubs fans since their last World Series win back in 1908. The stories were written by Wayne Drehs of ESPN.
Luminous worked closely with a number of contributors from ESPN who both initiated the project, and were heavily involved throughout. “We were honored just to be included in such an interesting and fun project,” said Stefan McIntosh, Principal and Strategic Director at Luminous.
The visual concept centers around the historic Wrigley Field scoreboard, and features video interviews with Cubs fans sharing their own stories of heartbreak from each of the past decades, including Billy Corgan, lead singer of the popular rock band The Smashing Pumpkins. “It's a lot of fun working with companies like ESPN where there's creative freedom and a high standard of quality,” said Joel DuChesne, Principal and Creative Director at Luminous.
The collaborative piece about the Chicago Cubs was recognized in the “Outstanding New Approaches—Short Format” category at the 30th Annual Emmy Awards show in New York City on April 27, 2009. “Even though it might sound a bit cliché, we care a lot more about making our clients happy, but it is nice to be recognized for this,” added DuChesne.
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