The United States Tennis Association

The USTA is the NFL of United States Tennis. But as it looked to the future, it had a problem. Most of the well-known American players were either retired or getting close to it. The USTA needed a way to talk to a new audience - in a way that didn’t seem so stogy and felt inclusive of parents and young athletes from a variety of backgrounds. We needed kids and parents to consider tennis as they looked at youth sports.

We started with the name Net Generation and grew it out from there. We created a website, logos, brand guidelines, banners, tv commercials, US Open stadium ads, social ideas, mobile, customer experiences, swag, and even managed to attract a few tennis stars to help our cause.

The following TV commercials continue to air and run annually inside and around Arthur Ashe Stadium during the US Open in New York. They have run as pre-roll, as social, been utilized at events, used for press releases and continue to attract new athletes.

The next ads came out of the TV shoot we produced with the kids from the commercial above. By employing a second camera team and filming during down moments on the main shoot we were able to record an additional script with each kid. In total we were able to create over 70 assets (shot in a single day) that continue to be used for pre-roll, mobile, social and digital.

Digital banners also support the campaign and continue to get the word out to parents, help recruit new coaches, get help from teachers and ultimately inspire kids get into the game and benefit from everything tennis can teach both on and off the court.