Infosys
Champions Evolve
Role
Art Director + Choreographer
Project Type
DOOH + Social
Our debut on the world's biggest stages.
As the US Open welcomed millions of tennis fans to the city of New York, Rafa played a game of his own in a simulated 3D world at Times Square battling the elements of wind, rain, heat and fog in the larger-than-life showcase.
Rafa Nadal and Iga Świątek were also featured at iconic venues and digital Out Of Home placements including Times Square, Madison Square Garden, John F Kennedy Airport, London Heathrow Airport and Bangalore's International Airport. In addition, the campaign spanned several social channels and a multitude of digital display banners.
Two tennis icons.
One powerful story.
Rafa's story spans his entire career, featuring 5 different iterations of Nadal through the ages, while Iga's story showcases her ability to adapt her game within a single match. We carefully crafted each story to seamlessly transition from one iteration to the next.
The AI evolution.
Using a combination of traditional production techniques, redevelopment of wardrobe from years past, and proprietary AI facial image reconstruction we were able to create Rafa evolving through various stages of his career seamlessly.
Rafa Nadal said
“I love the way Infosys has brought its digital expertise across industries to the global tennis ecosystem. It has transformed the tennis experience for a billion global fans and truly empowered all players on the tour with analytics that they could have only dreamt of a few years ago. Also, the impact that Infosys is making beyond the court – creating the next opportunity for people, businesses, and communities – deeply inspires me. I believe it’s our shared aspiration to create societal good that makes our handshake truly meaningful.”
Awards
Clio Sports - Bronze
Team
CD Emlyn Allen
CD Bryan Ortiz Dempler
Director Nic Yiallouris
SAD Celia Paysan
CW Ted Masterson