USTA “Be Open”
Live Event | Campaign Activation
When you keep an Open mind, great things can happen. In the game - and out in the world. The US Open has a long-standing tradition of being on the “right side of history” when it comes to progressive and social issues. This campaign celebrates and amplifies the very important tenets of diversity, inclusion, and respect.
This entire campaign was produced from boards to launch in less than 6-weeks, an amazing success and nod to what a great team and fearless clients can accomplish.
Accolades
2021 Bronze Clio, Social Good Category
“Black Lives to the Front”
An Original Art Exhibit
When we found out the US Open 2020 would be held without fans, we wanted to use our platform in a meaningful way. So we brought the Black Lives Matter conversation to the forefront of the event. We curated 18 Black and BIPOC artists to transform the front-row seats in Arthur Ashe Stadium into a platform for their voice and work.
We managed everything from artist curation and artwork oversight, to custom fabrication and fulfillment of the canvases, producing the video and web content, to PR kits, and much more in this 6-week timeline.
Press & Artist Info
US Open - “Black Lives to the Front: An Original Art Exhibit at the 2020 US Open”
The Undefeated - “Black Lives Matter Art gets a Front-row Seat at US Open”
US Open - “God Bless America” during Opening Ceremony featuring the Artwork
People - “Andra Day Says the U.S. Open’s New ‘Be Open’ Campaign is ‘Necessary in Our Nation’”
Baseline - “USTA Launches ‘Be Open’ Campaign
Popsugar - “18 Black Artists Showcased their Powerful Work Front and Center at the US Open”
And these are the 18 amazing artists who offered their gifts and voices to this powerful project. We were fortunate to curate such a great range, from world-renowned artists to emerging local high school art students.
“Champion to Champion”
Pre-Match Content Series
Finally, at the 2020 US Open, the USTA honored healthcare champions from around the world by teaming up with US Open champions to recognize all they’ve done in the fight against COVID-19. We aired a personal thank you during the coin toss of the main event match for each night of the 14-day tournament.
TEAM
USTA
CMO: Amy Choyne
Managing Director, Marketing: Nicole Kankam
Sr. Producer, Live Sports & Entertainment: Jennifer Bretchneider
Marketing Manager: Carrie Ehorn
Marketing Coordinator: Noelle Hickey
DENTSU MCGARRYBOWEN
Chief Creative Officerr: Kurt Fries
Group Creative Directors (Copy): Lee Remias / Lara Herzer
Creative Directors (Art): Julio Desir / Mike Wegener
Copywriter / Art Director: Charlie Higgins / Maxwell Franklin
Executive Producer: Damien Peraino
Executive Producer (Content Series): Lindsey Brusinghan
Sr. Producer (Content Series | Art Exhibit): Christen James
Music Licensing Supervisor: Libby Morris
Business Affairs: Joann Baker / Alicia Townsend
Studio Producer (Champion to Champion): Tracy Tran (Workplace)
Account Leads: Kristen Eglitis / Tom Smith / Alice Agassandian
Strategy Lead: Chris Robertson
PARTNERS - “BE OPEN” CONTENT
Editor: Cameron Yergler
GFX: Jason Rohler (Workplace)
Produce: Drew Beeson
Color Grade: Ron Sudul (Nice Shoes)
“CHAMPION TO CHAMPION”
Edited and Produced by Workplace Studios
Editors: Robert Smith & Brian Salazar
GFX: Jason Rohler
Producer: Tracy Tran-Thomas
Color Grade: Elliot Rudmann & Michael Matusek / Nolo Digital Studios
Audio Engineer: Sarah Krohn
PARTNERS - “BLACK LIVES TO THE FRONT”
Editor(s): Robert Stockwell / Olivia Curry (Paradise)
GFX: Jason Rohler (Workplace)
Color Grade: Elliott Powell (Paradise)
Sr Sound Designer / Audio Engineer: Bento Santoyo (Earhole Studios)
Executive Audio Producer: Adam Wiebe (Earhole Studios)
ARTISTS - “BLACK LIVES TO THE FRONT”
Alexandre Keto (@alexandreketo)
Alisha Wilkerson (@alisha_illustrates)
Boyd Samuels (@artistblacklight)
Brittany Williams (@bwilliamsart)
Cheryl R. Riley (@cherylrriley)
Delano Dunn (@delanodunn)
Dionelo El Souls (@soulsnyc)
Foremost (@4oremost)
Janel Young (@jy.originals)
Liz Montague (@lizatlarge)
Madina Reece (@dina_artdiary)
Megan Lewis (@urbanhipsta)
Nikkolas Smith (@Nikkolas_Smith)
Ron Haywood Jones (@ronhaywoodjones)
Sammy Jean Wilson (@sammyjeanw)
Sevah Darbouze (@sevahart)
Sophia Dawson (@iamwetpaint)
VBallentine (@vballentine99)