ATP EVENTS
For the past 3 years I spent the autumn months in the depths of the world of tennis, researching and developing tournament content for both the ATP Finals held in Turin, as well as the ATP Next Gen Finals held in Milan 2022 and Jeddah 2023-2024 .
Working across four of these events my role grew from junior creative to creatively leading the project in 2024.
Each year I was responsible for overseeing the project from ideation to execution. From shaping narrative and visual direction, to lighting, performers, set design and motion assets.
Each opening show had to showcase the parallels between the on court sporting excellence and also celebrate the cultures of the host locations.
Our creations gave each tournament a distinct narrative and were experienced by live audiences within the arenas, alongside global audiences via broadcast.
This final show celebrated the pinnacle of tennis excellence while paying homage to the rich heritage of Italian craftsmanship.
This story was inspired by the lifelong, consistent dedication that masters of their crafts give to their chosen vocation. Whether that be a tailor, a sculptor or a pro tennis player.
To master a skill takes a life of commitment.
The video content was paired with a classical soundtrack, with the court graced by world-class violinists engaging in a musical battle of their own.
A Symphony of Tennis & Craftsmanship
The ATP Next Gen tournament is where audiences are able to catch a glimpse of some of the worlds most promising tennis talent before they hit the big time.
Witness them at the start of their journey to success.
This tournament sees the top eight 20-and-under players battle it out to prove they are the next generation of tennis greats.
This tournament acts as a pathway to further competition success. This is evident from it's successful record of producing future Grand Slam Winners, such as CARLOS ALCARAZ, JANNICK SINNER & DANIIIL MEDVEDEV.
The Birthplace of New Champions
For 2023 ATP Next gen had a new home.
Jeddah, Saudi Arabia.
And with a new location, a new story.
Inspired by the Jeddah's rich historic relevance,
we crafted a creative direction rooted in the city's role as a gateway from sea to land on the religious pilgrimage to Mecca.
By hosting the Next Gen ATP Finals, Jeddah further solidifies its status as a gateway - this time for the next generation of tennis talent to step onto the global stage.
We merged the symbolic power of gateways as transitional spaces, with refreshed ATP brand visuals to create an evocative opening show. The intricate architectural doors of Jeddah's historic Old Town guided our visual direction, with custom patterns being used throughout our content.
Gateway To Glory
LEVEL UP
Players smashing through the boundaries of tennis, whilst Vision2030 sets the Kingdom on an ever growing story of transformation.
For 2024, we shifted from the traditional lens of the previous year to a new future focused narrative built on the pillars of ambition and resilience.
The LEVEL UP concept was inspired by the growing gaming culture within our target Gen Z audience.The further we explored the route, the more we realised that levelling up is a philosophy resonating in the kingdom right now as the 21 million gamers in the region are part of a cultural shift ushered in by Vision 2030 - A blueprint for change.
Hosting the Next Gen ATP Finals supports a key component of Vision 2030, in establishing sport as a pillar of cultural significance in the Kingdom.
So with both the athletes and Gen Z in Saudi Arabia sharing an unwavering ambition to push the dial of progress and make history, LEVEL UP captures this resilient and ambitious mindset all players share in aiming for progression and success, whether that’s in game, on court or in life.
Role : Creative Lead
My role
The scale of these projects were enormous and it took a talented and skilful team to bring each one of them to life.
To those who I collaborated with on these projects:
fellow creatives, the motion team, producers, accounts, strategy, technical and on site teams.
I so grateful for the
Creative:
Charley Bailey - Creative Director
Will Norton (Me) - Creative Lead
Motion:
Vitor Diegues Meuren - Motion Lead
Christina Lazar
Ash Aslett
Content Production:
Vanessa Brown
Lilli Stoddart
Nathan Shadrach
Justin Batchellor
LEAP productions
EVENT/ Integrated:
Gabbie Fuscher & Milly Mosse
Strategy:
Grace Bright
ATP Next Gen Finals Jeddah 2024:
LEVEL UP
In 2024 our brief was to create a story that focused on the youthful, ambitious, future focused mentality
Next Gen ATP Finals players, and the Gen Z citizens of Saudi Arabia are levelling up.
Players are smashing through the boundaries of tennis, whilst Vision 2030 sets the Kingdom on an ever- growing story of transformation.
CREDITS:
Creative:
Charley Bailey - Creative Director
Will Norton (Me) - Creative Lead
Motion -Vitor Diegues Meuren, Christina Lazar, Ash Aslett &
Content production team - Vanessa Brown, Lilli Stoddart, Nathan Shadrach, Justin Batchellor and LEAP productions