I had the good fortune to be the Group Creative Director for American Express Experiences during the U.S. Open. Leading a large, multidisciplinary team (direct reports: 3 CDs, 6 ADs and CWs + Cinema 4D Designers, XDs, Set Designers, etc.) I helped to craft, produce, and fine-tune the 360 campaign and live experience.
Fans were drawn to the U.S. Open by out-of-home ads, subway takeovers, radio spots, and social videos. They were greeted with an art-filled 30,000+ square foot gathering space. Once inside, custom-designed Instagramable areas delivered a video of guests serving a perfect ace. Platinum cardholders gained access to a private lounge with free Honey Duces, light spa services, Milk products, and front row, elevated seats to a private court where the pros warmed up, taught kids clinics, and gave demos.
At the center of the experience, we introduced a first-of-its-kind, 8-bay, multi-sensory, Air-Haptic, 4D, AI-programmed game called Air Tennis. If a player was good, the game got harder, if a player struggled the game got easier. On a few occasions, young people would enter and get a perfect score, delighting the crowds who gathered to watch. Over 20,000 participants played Air Tennis and the brand saw a 166% increase in throughput. The experience won a slew of awards, including four Clios and a Gold Clio for Event/Exhibit Design.
Fans were drawn to the U.S. Open by out-of-home ads, subway takeovers, radio spots, and social videos. They were greeted with an art-filled 30,000+ square foot gathering space. Once inside, custom-designed Instagramable areas delivered a video of guests serving a perfect ace. Platinum cardholders gained access to a private lounge with free Honey Duces, light spa services, Milk products, and front row, elevated seats to a private court where the pros warmed up, taught kids clinics, and gave demos.
At the center of the experience, we introduced a first-of-its-kind, 8-bay, multi-sensory, Air-Haptic, 4D, AI-programmed game called Air Tennis. If a player was good, the game got harder, if a player struggled the game got easier. On a few occasions, young people would enter and get a perfect score, delighting the crowds who gathered to watch. Over 20,000 participants played Air Tennis and the brand saw a 166% increase in throughput. The experience won a slew of awards, including four Clios and a Gold Clio for Event/Exhibit Design.