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

 
 
Two men taking a selfie under a rainbow-colored Pride flag, with one kissing the other on the cheek. The text reads 'Be welcoming to all. Be Open.' and there are logos for USTA and US Open.
A male tennis player in a white shirt hitting a tennis ball with his racket, celebrating on the court. The background is dark, with the words "Be the first. Be Open." and logos for USTA and US Open.
A young African American girl on a tennis court holding a tennis racket with her arms outstretched, smiling, with other children in the background holding tennis rackets and balls, surrounded by trees. Text reads 'Be the future. Be Open.'
A woman wearing a leopard print face mask looks through a fence with a thoughtful expression. USTA and US Open logos are in the top right corner, and the text says, 'Be the example. Be Open.'
Group of women and children celebrating at the US Open, holding tickets and smiling.
A young person wearing a black face mask, black headphones, a black T-shirt with a fist holding a paintbrush that reads "Black Lives Matter," standing outdoors near a flower bed with blooming flowers and red umbrellas.
 

“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.

 
Painting of a dark-skinned woman with puffed hair, wearing a yellow strapless dress and a pearl necklace. She holds a small Earth and a lemon, with her eyes closed, against a pink striped background with butterflies and red flowers.

Painting of a dark-skinned woman with puffed hair, wearing a yellow strapless dress and a pearl necklace. She holds a small Earth and a lemon, with her eyes closed, against a pink striped background with butterflies and red flowers.

Painting of a woman with dark skin, long dark braided hair, wearing a white dress, gold jewelry, and holding a bouquet of white flowers. She has a solemn expression and a large gold halo behind her head.

Painting of a woman with dark skin, long dark braided hair, wearing a white dress, gold jewelry, and holding a bouquet of white flowers. She has a solemn expression and a large gold halo behind her head.

A painting of a young Black woman with an afro hairstyle, wearing a crown labeled 'BLM.' Her eyes are closed with tears, and her hands are pressed together in prayer. She is draped in an American flag, with her face and upper body depicted in a reali

A painting of a young Black woman with an afro hairstyle, wearing a crown labeled 'BLM.' Her eyes are closed with tears, and her hands are pressed together in prayer. She is draped in an American flag, with her face and upper body depicted in a realistic style, and the background is a plain tan color.

Colorful artistic portrait of a woman with dark hair, wearing a white top, surrounded by pink and orange flowers with green leaves, set against a purple, blue, and yellow background.

Colorful artistic portrait of a woman with dark hair, wearing a white top, surrounded by pink and orange flowers with green leaves, set against a purple, blue, and yellow background.

A DVD or CD cover with yellow text on a black background that lists names of historical figures and phrases related to justice, truth, and justice.

A DVD or CD cover with yellow text on a black background that lists names of historical figures and phrases related to justice, truth, and justice.

Collage with black-and-white photos of Afro-American children and adults, overlaid with colorful abstract patterns and rainbow stripes, depicting a diverse community.

Collage with black-and-white photos of Afro-American children and adults, overlaid with colorful abstract patterns and rainbow stripes, depicting a diverse community.

A colorful graffiti mural of a woman wearing yellow glasses and large yellow earrings with the word 'Faith' written on the earring. She has a blue headscarf and the background features a blend of pastel colors with splashes of pink, green, and purple

A colorful graffiti mural of a woman wearing yellow glasses and large yellow earrings with the word 'Faith' written on the earring. She has a blue headscarf and the background features a blend of pastel colors with splashes of pink, green, and purple.

An abstract painting of a golden face with three eyes, set against a black background. The face is stylized with a long neck and a rounded head, with the three eyes aligned horizontally. The artist's signature, ForeMost, is in the bottom right corner

An abstract painting of a golden face with three eyes, set against a black background. The face is stylized with a long neck and a rounded head, with the three eyes aligned horizontally. The artist's signature, ForeMost, is in the bottom right corner.

An illustration of a mason jar with words related to social justice, civil rights, and equity, with some words appearing to overflow from the jar, against a blue sky and green field background. A small red fire hydrant with the word 'Power' is visibl

An illustration of a mason jar with words related to social justice, civil rights, and equity, with some words appearing to overflow from the jar, against a blue sky and green field background. A small red fire hydrant with the word 'Power' is visible on the left.

Colorful illustration of a girl with curly black hair, smiling with her tongue out, surrounded by a vibrant, psychedelic background filled with smiling flowers, clouds, hearts, and buildings in bright colors.

Colorful illustration of a girl with curly black hair, smiling with her tongue out, surrounded by a vibrant, psychedelic background filled with smiling flowers, clouds, hearts, and buildings in bright colors.

A girl wearing a white t-shirt with the words 'Together We Rise' standing in front of a red, black, and green flag background, holding a dove in her right hand. She wears a gold crown and has a serious expression.

A girl wearing a white t-shirt with the words 'Together We Rise' standing in front of a red, black, and green flag background, holding a dove in her right hand. She wears a gold crown and has a serious expression.

An illustration of a woman with closed eyes, dark skin, and natural hair with words 'Proud Black Woman' written in her hair. The background has vibrant yellow, red, blue, and green abstract shapes.

An illustration of a woman with closed eyes, dark skin, and natural hair with words 'Proud Black Woman' written in her hair. The background has vibrant yellow, red, blue, and green abstract shapes.

Digital portrait of a man with natural curly hair and a beard, with the letters "BLM" in bright yellow beneath the face, and a light blue circle behind the head.

Digital portrait of a man with natural curly hair and a beard, with the letters "BLM" in bright yellow beneath the face, and a light blue circle behind the head.

A colorful mural featuring a large blue-toned face of a person with a stern expression, surrounded by a yellow outline. Inside the head, there are illustrations of diverse people and a speech bubble with the hashtag #BLACKLIVESMATTER. The background

A colorful mural featuring a large blue-toned face of a person with a stern expression, surrounded by a yellow outline. Inside the head, there are illustrations of diverse people and a speech bubble with the hashtag #BLACKLIVESMATTER. The background includes an American flag with black and white stripes, and cartoonish virus illustrations in blue and red on the sides.

Illustration of diverse children and a teacher all wearing face masks in a classroom, with the letter E and the phrase ‘E is for everybody’ repeated.

Illustration of diverse children and a teacher all wearing face masks in a classroom, with the letter E and the phrase ‘E is for everybody’ repeated.

A vibrant painting of two women with dark curly hair, adorned with gold leaf accents, against a dark background with a red circle, capturing a close and intimate moment.

A vibrant painting of two women with dark curly hair, adorned with gold leaf accents, against a dark background with a red circle, capturing a close and intimate moment.

Painted image of an adult man with glasses and a young child with a halo, with a blue background and text reading 'Great shall be the peace of thy children give unto them beauty for ashes.'

Painted image of an adult man with glasses and a young child with a halo, with a blue background and text reading 'Great shall be the peace of thy children give unto them beauty for ashes.'

A colorful portrait of a woman with dark curly hair, expressive eyes, bold lips, earrings, and a choker, set against a sky background with clouds and a sun or moon.

A colorful portrait of a woman with dark curly hair, expressive eyes, bold lips, earrings, and a choker, set against a sky background with clouds and a sun or moon.

Close-up portrait of a man with light brown skin, full beard, and mustache, wearing a black beanie and a red shirt, with a white towel draped over his shoulder, standing against a textured yellow background.

Close-up portrait of a man with light brown skin, full beard, and mustache, wearing a black beanie and a red shirt, with a white towel draped over his shoulder, standing against a textured yellow background.

A woman with glasses, wearing a red headwrap and a denim jacket, smiling with her hand under her chin in a cozy indoor setting.

A woman with glasses, wearing a red headwrap and a denim jacket, smiling with her hand under her chin in a cozy indoor setting.

A smiling man wearing black glasses, a black cap with white text, and a black shirt. The background is yellow.

A smiling man wearing black glasses, a black cap with white text, and a black shirt. The background is yellow.

A woman with dark hair styled in dreadlocks wearing a purple shirt and earrings, looking at the camera with a neutral expression.

A woman with dark hair styled in dreadlocks wearing a purple shirt and earrings, looking at the camera with a neutral expression.

A close-up portrait of a woman with short platinum blonde hair wearing black cat-eye glasses, gold hoop earrings, and a cream-colored quilted jacket. She is looking slightly to the side with a calm expression.

A close-up portrait of a woman with short platinum blonde hair wearing black cat-eye glasses, gold hoop earrings, and a cream-colored quilted jacket. She is looking slightly to the side with a calm expression.

A close-up portrait of a bearded man with a shaved head, wearing a black shirt, against a pink background.

A close-up portrait of a bearded man with a shaved head, wearing a black shirt, against a pink background.

Close-up of a young man wearing a pink cap and a white shirt, smiling outdoors during daylight.

Close-up of a young man wearing a pink cap and a white shirt, smiling outdoors during daylight.

A black and white close-up photo of a person with curly hair, glasses, and a light mustache and beard, looking directly at the camera.

A black and white close-up photo of a person with curly hair, glasses, and a light mustache and beard, looking directly at the camera.

A portrait of a woman with natural curly hair, makeup with purple lipstick, wearing earrings, a nose ring, a choker, and a white top, against a neutral background.

A portrait of a woman with natural curly hair, makeup with purple lipstick, wearing earrings, a nose ring, a choker, and a white top, against a neutral background.

A smiling young woman with dark curly hair tied back, wearing a light blue shirt and small hoop earrings, standing indoors near window blinds with natural light.

A smiling young woman with dark curly hair tied back, wearing a light blue shirt and small hoop earrings, standing indoors near window blinds with natural light.

Close-up of a woman with wavy hair, glasses, and a big smile.

Close-up of a woman with wavy hair, glasses, and a big smile.

A woman with curly red hair, glasses, red lipstick, and a nose ring smiling at the camera, wearing a black leather jacket.

A woman with curly red hair, glasses, red lipstick, and a nose ring smiling at the camera, wearing a black leather jacket.

A man with curly hair and a beard wearing a blue shirt, tilting his head slightly with a curious or skeptical expression.

A man with curly hair and a beard wearing a blue shirt, tilting his head slightly with a curious or skeptical expression.

A close-up photo of a person wearing a dark cap and black shirt, with a background of storage shelves and equipment.

A close-up photo of a person wearing a dark cap and black shirt, with a background of storage shelves and equipment.

A woman with long, dark, curly hair wearing a yellow plaid shirt, sitting on a gray sofa, looking at the camera with a neutral expression against a light-colored wall.

A woman with long, dark, curly hair wearing a yellow plaid shirt, sitting on a gray sofa, looking at the camera with a neutral expression against a light-colored wall.

Close-up of a young woman with dark, curly hair and earrings, outdoors on a sunny day with green trees in the background.

Close-up of a young woman with dark, curly hair and earrings, outdoors on a sunny day with green trees in the background.

A woman with curly black hair wearing an apron and a dark shirt looks down, possibly focused on an art or craft project indoors.

A woman with curly black hair wearing an apron and a dark shirt looks down, possibly focused on an art or craft project indoors.

A man with long dreadlocks, beard, and mustache wearing a black shirt, looking directly at the camera, with a neutral expression.

A man with long dreadlocks, beard, and mustache wearing a black shirt, looking directly at the camera, with a neutral expression.

 

“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)