United States Tennis Association: US Open Experience by mcgarrybowen Chicago
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
The USTA’s “You In?” campaign for the US Open takes the experience of the Open to the streets of New York – literally. To express the Open’s unique blend of grit and glamor that only could happen in New York, the campaign features the world-class stars of tennis playing across the buildings of New York City.
To capture the footage of a 15-story Roger Federer, and other greats, smashing returns and slamming serves, giant projectors were wheeled through the city in the middle of the night across a number of iconic neighborhoods through New York City, including projecting onto the Brooklyn Bridge.
Chief Creative Officer: Ned Crowley
Executive Creative Director: Kurt Fries
Group Creative Directors: Lee Remias, Kevin Thoem, Lara Herzer
Creative Director: Mike Wegener
Group Managing Director: Robin Osborne, Tom Smith
Account Director: Kristen Eglitis
Account Executive: Lindsey Mohlmen
Strategy Director: Chris Robertson
Executive Producer: Steve Ross
Producer: Madeline Gorman
Dir of Broadcast Affairs: Joann Baker
Business Manager: Kiki Powell
Production Company: 1stAveMachine
Director: Roman Rutten
Production Comp Producers: Sam Penfield; Peter Repplier
Digital agency: Horizon
OOO agency: Spero
"Angelique Kerber action” is 116 Mercer St.
“Angelique Kerber win” is the USTA Center.
“Rafael Nadal” is 4 Morton St.
“Roger Federer” is El Luchador Restaurant 87 South St.
“SimonaHalepAction” is 281 Bleeker St
“You in” is the Brooklyn Bridge.
“Venus Williams” is the High Line.