Serena Williams and other athletes appeared in five colourful installations in New York, to promote ESPN’s 2019 US Open tennis championship.

New Yorkers gathered in Brooklyn for an experiential initiative last month, as creative branding agency loyalkaspar unveiled five murals for ESPN’s US Open. The murals depicted some of the championship’s participating athletes – Serena Williams and Roger Federer among others – and served as a basis for a public filming in the neighbourhood.

The New Yorkers were able to pose for a film shooting, which was then assembled into an anthem TV spot promoting the US Open.

“We wanted to create a work that gave the US Open a sense of place, really capturing New York’s urban, eclectic dynamic and infusing the Open with that epic feel,” loyalkaspar’s chief creative officer Beat Baudenbacher recalls.

The colourful installations were designed to engage with audiences of all ages, genders and races. The project brought filmmakers on the field and leveraged experience to connect with the public, giving New Yorkers an opportunity to personally take part in the branding initiative.

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