United States Tennis Association: US Open Experience by mcgarrybowen Chicago

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The Drum Creative Awards Logo

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.

Credits

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

Media credits:

Digital agency: Horizon

OOO agency: Spero

Footage Projects/Locations:

"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.