For Topps’ first brand campaign, we told a multi-generational story of bonding through baseball cards. Card collecting, or “the Hobby”, is a classic American pastime that still seems somewhat niche on a mainstream level. Our task was to bring the world of collecting to life, and to highlight the simple joy of it.

Airing during the 2024 Paris Olympics and set to an timeless track by Wilco, the film celebrates all the reasons we collect: the rituals, the thrill of discovery, the shared knowledge, the mythicism of provenance, and the human connections that the Hobby brings us throughout our lives.