US Creative Work of the Week: AMEX aces the US Open fan experience

The American Express Fan Experience Air Tennis area

American Express had fans excited to visit the US Open before the first match was decided with its Fan Experience. It served up new and innovative activations alongside US Open champion and entrepreneur Venus Williams to elevate the overall experience for attendees.

Williams was on hand to display the American Express Air Tennis feature, which used a combination of custom-built and responsive technologies, including air haptics and an ultra-sensitive motion capture system, to create an interactive live gaming experience.

Located in the US Open American Express Fan Experience, players faced off against an artificial intelligence tennis opponent and competed using only their hands and natural body movements to return as many virtual tennis balls as possible.

Done with agency Momentum, the Air Tennis and Fan Experience served up a win at the US Open and with our readers, who voted it the US Creative Work of the Week.

If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

All by Kyle