Chase US Open
ART DIRECTION / DESIGN / EXPERIENTIAL / EVENT PHOTOGRAPHY
Tennis has had a rise in cultural popularity due to film exposure (i.e. Challengers) and increased in-person event attendance. This puts all eyes on the sponsors dominating the USTA Billie Jean King National Tennis Center. With many competitors vying for attention, the team built out an ecosystem of bold experiential work to help attendees relax and 'Ace the Open'.
In addition to developing the on-site wayfinding, ATM screens, and assisting with storyboards for animated banners and kiosks, I attended the event to capture live footage and photography of attendees interacting with our installations.
Frequent in-stadium ads between match points put Chase Bank and J.P. Morgan at the forefront for spectators, even calling out a historic 30 year support for the Women's Singles Championship.
The team collaborated with CAA, who were boots on the ground to get the digital and print media experiences set up. This included all branded wayfinding, check-in kiosks, wall wraps, on-site ATMS, and mobile charger return bins.
Non-Chase members were encouraged to become Chase card holders through raffles to win prizes from the Chase Magic ATMs and free usage of mobile chargers. These could be picked up at the Chase Booth and Chase Charge Center.
Chase members had exclusive access to the Chase Lounge and Terrace where matches could be viewed in comfort away from the crowds. The team encouraged Chase members to cash in on these perks using signage around the US Open and across social.
mockup to reality examples
organic social shot pre- and during event
A record-breaking 1,144,562M attendees crossed paths with the activations (9% increase over 2024).
Other Team Members:
Group Design Director: Warren Teo
ADD: Jackie Dempsey
Senior Designer: Sara Jabbari
Senior Art Director: Sayako Minami
Senior Copywriter: Kacy Emmett
Partners:
King + Partners (for brand direction)
BUCK (for animation)
Creative Artists Agency (for installation)