Rally On The River
Led cross-functional team of 15+ to deliver American Express' most ambitious experiential activation, creating US Open presence in Manhattan and generating pre-tournament buzz outside of category-specific news channels.
Role: Creative Director
Insight: The tournament takes place far outside of the city, no brand was owning the US Open in Manhattan.
My Approach: Utilised innovative technology to create a first of it’s kind hydro-interactive tennis experience with top-tier talent. Coordinated complex production across Momentum Worldwide (creative agency), Volvox Labs (digital technology), & PMK BNC (PR) partnerships. Custom-made rackets activated real-time graphic animations utilising fluid dynamics, and particle explosions against a 40’ x 60’ wall of water. With a live soundtrack by Chromeo, this content was edited on-site to be released immediately.
Results: American Express was the first brand to own the US Open in Manhattan, with their talent (Maria Sharapova, John Isner, Monica Puig) dominating the conversation before the tournament had kicked off. Generated significant PR coverage positioning Amex as an innovation leader in sports sponsorship, creating a new benchmark for experiential sports marketing.
Role: Creative Director
Insight: The tournament takes place far outside of the city, no brand was owning the US Open in Manhattan.
My Approach: Utilised innovative technology to create a first of it’s kind hydro-interactive tennis experience with top-tier talent. Coordinated complex production across Momentum Worldwide (creative agency), Volvox Labs (digital technology), & PMK BNC (PR) partnerships. Custom-made rackets activated real-time graphic animations utilising fluid dynamics, and particle explosions against a 40’ x 60’ wall of water. With a live soundtrack by Chromeo, this content was edited on-site to be released immediately.
Results: American Express was the first brand to own the US Open in Manhattan, with their talent (Maria Sharapova, John Isner, Monica Puig) dominating the conversation before the tournament had kicked off. Generated significant PR coverage positioning Amex as an innovation leader in sports sponsorship, creating a new benchmark for experiential sports marketing.