The 2016 US Open was a few months away and the USTA asked us to soft launch a new youth brand message - to encourage a more creative style of tennis play with parents and their kids.
Our idea: Put Your Spin On It. The insight: Tennis is legendary for the iconoclasts it produces, and we wanted to celebrate that unique style in every player.
To bring our vision to life, we partnered with artist, Stephen Powers to create a fresh, playful visual aesthetic for the work. Not only did he create all the graphics we needed, he also painted a mural for the USTA Booth at the Open.
The USTA proved to be an incredible partner, and as we got closer to the Open asked us to create TV Spots to celebrate the onsite Community Day. At the same time, we kicked off an amazing social activation with Pablo Schurig, Josh Horton and Ci Ci Bellis soliciting trick shots from our fans. All the messaging culminated with a interactive music experience, live mapped to RAC and the players on court during Community Day at the US Open.