AMEX x U.S. Open

I served as Group Creative Director for American Express Experiences during the U.S. Open. I led a large multidisciplinary team—3 Creative Directors, 6 Art Directors and Copywriters, Cinema 4D and XD designers, Set Designers, among others—to craft, produce, and fine-tune the 360° campaign and live experience.

Fans were drawn by out-of-home ads, subway takeovers, radio spots, and social videos. They were greeted in an art-filled, 30,000-square-foot gathering space. Inside, custom-designed “Instagramable” areas let guests record videos of themselves serving a perfect ace. Platinum Cardholders accessed a private lounge with complimentary Honey Duces, light spa treatments, Milk products, and front-row elevated seating courtside—where pros warmed up, led youth clinics, and performed demos.

At the heart of the experience was a first-of-its-kind 8-bay, multi-sensory, air-haptic 4D game—AI-programmed—called Air Tennis. When a player performed well, the game grew more challenging; when they struggled, it eased. Occasionally, young participants entered and scored perfectly, delighting crowds who gathered to watch. Over 20,000 participants played Air Tennis, and we measured a 166% increase in engagement.

The experience won numerous awards, including four Clios and a Gold Clio for Event & Exhibit Design.