Challenge

Nike wanted to explore new ways to connect tennis fans with the energy, personalities, and excitement of the Women's US Open. The challenge was to develop a compelling creative concept that could extend beyond traditional advertising, bringing fans closer to the athletes and creating meaningful engagement across digital and physical experiences.

Solution

Developed Make Your Open, an integrated campaign concept that put fans at the center of the US Open experience. The idea combined athlete storytelling, interactive digital experiences, real-time tournament content, and mobile engagement to create a more personal connection between Nike, the players, and tennis fans. The concept was designed to extend across retail, web, mobile, and social platforms, creating a cohesive campaign experience around one of tennis's biggest events.

My Role

Originated the campaign concept and led its creative development, working closely with a small, senior multidisciplinary team of creatives and strategists. Personally developed and presented the creative pitch to Nike, translating the central idea into a cohesive campaign vision spanning digital, mobile, retail, and interactive experiences.

Bringing Make Your Open to Life

Envisioned a connected campaign experience that brought the energy of the US Open into Nike retail environments and digital platforms. Bold athlete imagery, interactive storytelling, and a distinctive visual identity created opportunities for fans to engage with the tournament and its leading players.

Connecting Fans to the Action

Developed concepts for interactive web and mobile experiences that brought fans closer to the tournament through athlete profiles, dynamic content, and real-time engagement. The experience extended the campaign beyond traditional media, creating new opportunities for fans to explore, participate, and connect with the sport.

Extending the Experience Beyond the Court

Explored how the campaign could connect physical retail experiences with digital and social engagement. Interactive displays, mobile content, and athlete-focused storytelling created a vision for a more connected fan experience across multiple touchpoints.