Bringing the US Open Fan Experience Home with IBM

Sponsorship Ad Campaign

A Unique and Memorable Campaign that Resonated with Fans Amidst the COVID-19 Pandemic

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With live crowds off-limits in 2020, I led the creative strategy for IBM’s US Open campaign — tasked with capturing the tournament’s energy and delivering it into fans’ homes.

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I authored the input and creative briefs that centered the campaign around a single idea: bringing the US Open experience home. Working with Ogilvy, I shaped the narrative into a series of vignettes showing fans recreating tennis moments in everyday spaces — apartments turned arenas, kitchens turned courts.

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I guided script development, fine-tuned key moments, and directed creative across formats — from social to print, out-of-home, broadcast, and Connected TV. One unscripted addition through my direction on set— a dad dramatically rejecting water from his daughter mid-“match” — became a standout scene, even earning live shout-outs from tournament commentators.

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This campaign proved we could adapt under pressure and still deliver emotionally resonant, culturally sharp creative. It’s one of my proudest moments — a full-funnel, multi-platform story that brought joy and human connection during a global disruption.