It’s a little-known fact that Tom Brady was originally drafted as a baseball player, straight out of high school. He never took up his catcher’s position but he was still eligible to receive his first ‘Bowman’ baseball card (the card before the Rookie card).

To launch the card we worked with Fanatics and Topps to imagine a world where Brady had in fact taken up his position with the Expos and proceeded to lead them to major success over an imaginary double decade career.

We created ‘Brady Day’ on 12/12 and launched the work over 24 hours, cajoling fellow players and even the MLB to partake in this alternate universe. Cooperstown even awarded him his own plaque. Brady Day was gigantic, the card’s worth reached $500k and we succeeded in our ambition to take card collecting to a mainstream sports audience.