USTA came to our team to do one thing:
serve.
Our journey started with crafting two creative briefs for two different campaigns.
One brief for National Tennis Month.
The second brief for Social Tennis.
With different deliverables for each.
National Tennis Month USTA Eastern
brand challenge channels and deliverablesTennis is often perceived as exclusive, formal, and difficult to join rather than social, casual, and community-focused. National Tennis Month provides USTA Eastern with a timely opportunity to reframe tennis from a formal sport into an accessible, everyday activity people are motivated to try.
3 Static Social Posts
National Tennis Month: Instagram and Facebook ( 1080 x 1350 (4:5)/ 1080 x 1080 (1:1))
Now was our time to bring the heat.
Audience: new and casual tennis players
Our insight: People default to digital connection because it’s effortless, but they feel most alive through connection that is physical, shared, and fully present.
Our key message: Tennis delivers the type of connection you can’t get online.
Creative Concept:
Some Things Are Better In Person.
Concept Statement:
In a world that never stops scrolling, tennis offers something refreshingly real. More than just a quiet act of resistance, the sport is a reminder that not everything meaningful has to be streamed or scrolled.
Tennis is a small but powerful choice to return to physical presence, serving as a way for people to reconnect with their bodies, their minds, and most importantly, the moment.
Because while much of life now happens digitally, some experiences still demand to be face-to-face.
Final Deliverables
For National Tennis Month
Art Direction: Ashley Yang and Emerson Gray
Copywriting: Me! (Lauren Schellhamer)
Social Tennis USTA Eastern
brand challengechannels and deliverablesMany USTA Eastern players still identify as tennis players, but competing priorities have pulled them away from consistent play and connection to the game. USTA has a unique opportunity to reignite that identity by motivating active and returning players to get back on court, reconnecting with former partners, and bringing new people into the sport.
5 Static Social Posts
Social Tennis Instagram and Facebook ( 1080 x 1350 (4:5)/ 1080 x 1080 (1:1))
Social Tennis Required Something Rather Bouncy.
Audience: active and lapsed tennis players
Our insight: Being an athlete isn’t something you stop feeling; it’s something you stop prioritizing.
Our key message: Social Tennis challenges all players to rediscover their inner athlete.
Creative Concept:
One Bounce Back In.
Concept Statement:
Tennis isnʼt just a sport you used to play—itʼs a part of who you are. Life gets busy, routines change, and the athlete in you gets pushed aside. But that feeling in you never really disappears. The feeling you get hearing a ball smack the ground. The nervous feeling you get before a big match. Theyʼre too embedded to be drowned out.
When people return to the court, they reunite with the part of themselves that thrives on the grind and pursuit of improvement. Coming back to the courts reclaims a feeling that never truly left.
Because the real opponent isnʼt anyone across the net, itʼs the old version of you. Step back onto the court. Reclaim yourself.
Final Deliverables
For Social Tennis
Art Direction: Ashley Yang and Emerson Gray
Copywriting: Me! (Lauren Schellhamer)
Results…
Big Time Win, Big Time Gains.
Our work showed up for game play. Nominated for numerous awards individually, our USTA Eastern’s squad took the GrandLabbie award home as a team, for overall best performance in AdLab.
Go Team!
