USA Networks
US Open Campaign 2001
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The campaign for the previous year’s U.S. Open featured various tennis stars, using the white lines of the court as the basis for the background imagery. The whole thing had a really computerized look and was a really great concept carried out by the in-house design department at U.S.A Networks. They asked us if we could push it even further in 2001 We were provided all of the photography, which we then treated, keeping close attention to the fact that the imagery was destined for large format OOH Ads in Times Square and on busses, trains, phone booths as well as in magazines. |
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We cut out the players, re-rendered their outfits and treated their skin tones to make it all look as flat as possible. Then, instead of using the white lines of the court we chose to have bursts of energy radiating from the players. The end result was loosely inspired by Japanese war posters: the idea was to make them look iconic and impressive, while we also produced manny other marketing materials to coincide with the tournament. |
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