The American Express Pro Walk gave fans the opportunity to experience the 2016 US Open from a new perspective: as a pro making their debut, competing in the final match inside New York's legendary Arthur Ashe stadium.
I helped form the experience narrative through it's physical user journey, from the mock player registration to the dramatic final match climax inside the 360º projection mapped dome. In the final stages of the journey, fans pass through a faithful recreation of an Arthur Ashe locker room and are given a pep-talk by life-size holograms of two famous tennis pros: Monica Seles and Pete Sampras. I scripted the motivational dialogue fans received from the tennis talents just before they entered the dome to face off against a live action opponent and serve the match-winning ace.
• Silver A-List Award
• Silver CLIO Sports Award
• Silver Stevie Winner - Brand Experience of the Year