In time for the U.S. Open, the United States Tennis Association (USTA) rolls out its “Find Yourself In The Game” campaign created by DDB New York.

Using animation-style storytelling with real-people voiceovers, the new campaign appeals to tennis’ existing base of loyal players as well as new participants by bringing the “Find Yourself In The Game” tagline to life. It illustrates the power of tennis and its impact on peoples’ lives by encouraging players to participate and share stories of how they “found themselves” in tennis.

Three :30 TV spots transition from animation to live action, at which point we see the person voicing their story say, “there’s a place in tennis for everyone. It’s a game that stays with you for life.” The spots, including this one which features USTA’s president and CEO, Katrina Adams, conclude with a call to action to “Share your story #mytennismygame.”

Pablo Delcan of Delcan & Company served as director/animator, with Melissa O’Brian as co-director.  

Credits

Client United States Tennis Association (USTA) Agency DDB New York Icaro Doria, chief creative officer; John McGill, creative director/art director; Luke Carmody, creative director/copywriter; Madison Wharton, chief production officer; Ed Zazzera, head of broadcast production; Teri Altman, executive producer; Tiffany Campbell, co-producer. Production Delcan & Company Studio Pablo Delcan, director/animator; Melissa O’Brian, co-director; Brian Rea, artwork; Bruno Oppido, head of art; Anais La Rocca, exec producer; Kristen Buckels, producer. Music The Ski Team  VFX Click 3X Andrew Granelli, visual effects supervisor/Flame artist. Audio Post Heard City Sasha Awn, producer; Gloria Pitagorsky, exec producer.

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