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


By Kyle O'Brien, Creative Works Editor

September 6, 2017 | 2 min read

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.

American Express: advert-body-1 by Momentum Worldwide

By American Express

Overall Rating 5/5

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