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 then Jeddah 2023-2024 .
As creative lead on these projects, I was responsible for shaping the narrative and visual direction each year. My role involved crafting and developing dynamic opening shows and Finals Day ceremonies, which were showcased before every tennis match.
Each opening show was designed to showcase the parallels between the sporting excellence and the celebration of the host cities and countries' unique cultures.
The content gave each tournament a distinct identity and was experienced by live audiences in the arenas and viewers tuning in from across the globe.
This final show captivated the global audience with its story celebrating 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.
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 celebrates the best eight qualified 20-and-under players of the season as they battle it out to prove they are the next generation of tennis greats.
This pathway
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.
Rich in history, Jeddah delivered a selection of insights that helped inform our creative route.
Due to it's coastal location, the city has historically been a key part of the religious pilgrimage to Mecca, becoming known as a gateway city.
In hosting the Next Gen ATP Finals it further cements this title; the tournament acting as a gateway for the next generation of tennis talent to perform on the global stage.
We combined the significance of gateways as a symbol of transition,
with the updated brand visuals to develop an intricate visual narrative, inspired by the intricate architectural doors within the city's 'old Town'
Gateway to glory
The ATP Next Gen tournament celebrates the best eight qualified 20-and-under players of the season as they battle it out to prove they are the next generation of tennis greats.
This pathway
LEVEL UP
2022
- TURIN - MILAN -
Nitto ATP Finals Turin 2022:
A Symphony of Tennis & Craftsmanship
This final show captivated the global audience with its story celebrating 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.
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.
ADD IN ARENA FOOTAGE
OPENING SHOW AND PLAYER WALKOUT
Intessa Next Gen ATP Finals Milan 2022:
The Birthplace of New Champions
The ATP Next Gen tournament celebrates the best eight qualified 20-and-under players of the season as they battle it out to prove they are the next generation of tennis greats.
This pathway
ATP Next Gen Finals Jeddah 2023:
Gateway To Glory
For 2023 ATP Next gen had a new home.
Jeddah, Saudi Arabia.
And with a new location, a new story.
Rich in history, Jeddah delivered a selection of insights that helped inform our creative route.
With its coastal location, the city has historically been a key part of the religious pilgrimage to Mecca, becoming known as a gateway city.
In hosting the Next Gen ATP Finals it further cements this title; the tournament acting as a gateway for the next generation of tennis talent to perform on the global stage.
We combined the significance of gateways as a symbol of transition,
with the updated brand visuals to develop an intricate visual narrative, inspired by the intricate architectural doors within the city's 'old Town'
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