Production / Experiential

Sonic 3

SONIC 3

ESTABLISH THE PROJECT

A new name requires new pride. As Cleveland’s baseball club became the Guardians, Underdogs was asked to craft the first shirt players and fans would wear in unison.

DESIGN THE SYMBOL

We drew straight from the Hope Memorial Bridge, translating its iconic winged helmets into a modern crest. The phrase “Bridge the Future” curved beneath, sealing the sense of forward motion.

Industry

Culture

Sports

Entertainment

Content

Year

2024

2025

CREATE THE QUEST

Seven LED‑lit Chaos Emerald sculptures appeared overnight across five Midwest cities. TikTok clue‑drops guided hunters from diner jukeboxes to comic‑shop ceilings. Each emerald registered a find via NFC, pinging Paramount’s servers and unlocking exclusive trailers.

DROP THE MERCH

At quest’s end, a blacked‑out “Project Shadow” capsule—hoodie, glove, enamel pin—isolated in a password‑gated store. Inventory vaporized in XX minutes; screenshots of carts left behind became trophies of their own.

SPEED TRIALS

Race‑day cheer zones at local marathons re‑skinned mile markers with Sonic’s ring count. Runners collected foil‑printed bibs and AR filters turned finish‑line photos into gold‑ring explosions.

OUTCOMES

The Underdogs team brought Sonic 3 to life with an exclusive fan-first pre-screening event that blended the hype of a major film release with the energy of a streetwear drop. The limited-edition ILTHY collection took center stage, giving fans something to wear, share, and talk about. The campaign sparked a massive online wave, igniting conversations and building momentum before a single ad ever aired.