US OPEN AMERICAN FAN EXPERIENCE

Experiential, Broadcast, Technology

Award: Ex Award, Gold

Brief: Convert an onsite activation into an immersive experience that gets tennis fans closer to the game they love.

Response: A 30,000 square foot space that invited Card Members and non members alike to watch matches, play live tennis with pros on a regulation court, engage in virtual tennis against friends, create art with their swing, meet the athletes and share the whole thing using an RFID enabled wristband.

In partnership with technology partners, we developed an immersive installation that helped fans turn their swing into customized visual and auditory works of art they could share with friends in real time. Over the course of the US Open, over 10,000 participants engaged with the installation. 

Working with tennis pro and American Express Rising Star Sloane Stephens, we shot and directed this piece of content for the Amex "Membership" campaign featuring our Fresh Courts initiative. An edit appeared on the Jumbo-Tron at Arthur Ashe Stadium, within the Fan Experience and through brand and talent social channels.

Credits:

Creative Director: Ward Williams
Copy: JM DaVirro
Art Director: Kyle Mahan