US Open 2019 ‘Queens of the Future’
September 2019Project Roles:
Campaign Concept Development
Casting
Global Art Buying/Media Buying
Creative Production
Digital Strategy
Art Direction
Campaign Concept Development
Casting
Global Art Buying/Media Buying
Creative Production
Digital Strategy
Art Direction
Project Intent:
The US Open is New York’s premier Global sporting event. And in 2019, the year after Naomi Osaka took the crown, the energy from the matchup was unprecedented in the city. Women of color were clearly setting the global stage for diversity in their sport.
To extend this energy felt in the city onto our social channels, we developed and produced a digital campaign to showcase the impact that heroes, and feeling seen by them, have on the potential for the future of sport.
We surprised 5 young NYC-based female tennis athletes with their personal tennis heroes after they each wrote them letters. We turned this once-in-a-lifetime moment into a tear-jerking campaign that shows not just the imporance of having role models, but the obligations we all share to make a more inclusive future for sport.
The US Open is New York’s premier Global sporting event. And in 2019, the year after Naomi Osaka took the crown, the energy from the matchup was unprecedented in the city. Women of color were clearly setting the global stage for diversity in their sport.
To extend this energy felt in the city onto our social channels, we developed and produced a digital campaign to showcase the impact that heroes, and feeling seen by them, have on the potential for the future of sport.
We surprised 5 young NYC-based female tennis athletes with their personal tennis heroes after they each wrote them letters. We turned this once-in-a-lifetime moment into a tear-jerking campaign that shows not just the imporance of having role models, but the obligations we all share to make a more inclusive future for sport.
