US Open Tennis

ART DIRECTION & DESIGN, DIGITAL, OOO, BRAND GUIDELINES

At mcgarrybowen I worked on the USTA account assisting creative teams in designing yearly campaign promotions for the US Open Grand Slam in New York (print, ooh, tv, digital, experiential).

Our design team was also asked to create an in-depth US Open Brand Guide to help the USTA refine the entire US Open brand message. I worked with our design director and strategy team to interview employees and key stakeholders within the USTA and completed a brand audit that would inform the development and design of the brand guide. The main goal was to create a more cohesive and impactful brand message across the board through consistent visuals, tone of voice, logo usage, etc.

PENN STATION DOMINATION

A takeover of 22 digital screens in Penn Station in August 2014 allowed us the opportunity to finally make GIANT GIFs. We created GIFs of players rallying back and forth between screens, celebrating and screaming, crowds moving their heads back and forth, and more. These GIFs played for 15 seconds each with the CTA above pointing viewers and passersby to (impulse) buy tickets to the US Open during their cummute.