USTA Coaching
U.S. Tennis Association
Video, Social
Serve your passion
Fueled by a new generation of tennis stars and skyrocketing global interest in racquet sports (cough Pickleball), tennis experienced massive growth. To reach the USTA goal of 35 million American tennis players by 2035, the USTA Coaching platform was created to equip coaches with inspiration and support to grow the sport.
A new brand debut that gave tennis coaches the heroic spotlight typically reserved for players
The campaign showed how the USTA Coaching program empowers coaches through education, community and support. Built for a fully-integrated paid media plan, 250+ unique executions, all tailored for specific audiences and channels, were launched at the U.S. Open for maximum impact.
An aspirational brand film opened the campaign, while a suite of paid social and digital assets rolled out across streaming services, Meta, YouTube, and TikTok. Unique content was targeted at three audiences: parents, high school coaches, and professional coaches.
From coaching origin stories, insider tips and social trends like Get Ready With Me and Pass The Phone, we elevated USTA Coaching’s appeal with bold design and compelling storytelling. Here are just a few samples from the campaign:
We tailored the design and typography based on the asset's platform, shifting between the custom USTA Coaching typeface and native platform supers and graphics.
Giving the coaches the same heroic treatment as the players meant we had to include one iconic moment: having them sign the camera lens, mimicking the champions' tradition after a major win.
My primary role was leading the strategy, concepting, production and final executions for the social video components of the campaign (the majority of the paid media plan). Partnering with design agency Aruliden, we coordinated two simultaneous video shoots that captured high-fi branded content and social-first, docu-style assets.
We shot in Orlando, Florida in July. I sweated so much I'm pretty sure I baptized some of the crew just by walking by.
