Hometown Heroes

To kick off the 2025/2026 season, Wieden + Kennedy Tokyo devised an innovative concept: custom-designed manhole covers that celebrate All-Star players and are placed in their hometowns across Japan. These manhole covers act as interactive AR portals, unlocking vibrant animations when scanned through smartphones. The project allows fans to engage with the players in a way that blends the physical and digital realms.

Twelve high-profile Japanese illustrators were tapped to contribute a unique style to each manhole cover, setting the tone for each corresponding animated film. The diverse range of artistic styles meant that each player’s story had to be approached individually, rethinking both the animation techniques and storytelling to ensure each journey felt as unique as the player behind it.

The AR medium presented its own set of challenges, as the manholes and animations existed as objects in real space, allowing users to walk around them, explore them from different angles, and experience the art as if it were physically present. The goal was to create animations that were not only captivating but also immersive, blending seamlessly into the real world and feeling tactile, layered, and alive.

The campaign’s use of traditional 2D animation alongside the AR experience has resulted in an innovative blend of enduring physical installations and modern digital storytelling. The project showcases the dynamic collaboration between Final Frontier, BluBlu Studios, and the talented illustrators, producing a cutting-edge experience that redefines the relationship between sports, art, and technology.

Kodai Senga – New York Mets

Illustrated by Keiji Ishida

Kintaro Sasaki – Los Angeles Dodgers

Illustrated by Masako Tomii

Lars Nootbaar – St. Louis Cardinals

Illustrated by Chiaki Harada

Masataka Yoshida – Boston Red Sox

Illustrated by Mayu Ikeda

Moriyuu Kikuchi – Los Angeles Angels

Illustrated by Moriyuu

Shota Imanaga – Los Angeles Dodgers

Illustrated by Lisa Kogawa

Shohei Ohtani – Los Angeles Dodgers

Illustrated by Kirika Kosuzu

Seiya Suzuki – Chicago Cubs

Illustrated by Yu Suda

Tomoyuki Sugano – Baltimore Orioles

Illustrated by Mizuki Miyaoka

Yu Darvish – San Diego Padres

Illustrated by BAKIBAKI

Yuki Matsui – San Diego Padres

Illustrated by Mayuki Oikawa

Yoshinobu Yamamoto – Los Angeles Dodgers

Illustrated by Jun Osono

The short documentary Hometown Heroes follows the creation of the custom-designed manhole covers honoring Japan’s Major League Baseball stars. Created also by Wieden+Kennedy Tokyo the film is directed by Sybilla Patrizia, who also served as the Director of Photography, the film offers a rare behind-the-scenes look at the meticulous process of crafting these permanent public monuments at TOMOTETSU KOGYO CO., LTD in Hiroshima. The documentary not only celebrates the legendary athletes but also shines a light on the unsung artisans — the metalworkers, designers, and factory crews — whose skill and dedication are embedded in the streets beneath us.

Beyond celebrating the athletes, the documentary delves into the rich tradition of manhole cover artistry in Japan. Emerging in the 1980s as a public relations initiative to promote sewer system awareness, these decorative covers have become a cultural phenomenon. Today, nearly 95% of Japanese municipalities feature unique manhole designs that reflect local history, culture, and pride. The film highlights how these artistic covers serve as symbols of community identity and craftsmanship, blending functionality with aesthetic expression.