IBM – US Open

Tennis has always been a game of invisible forces — momentum shifts, psychological pressure, and the probability of a single serve changing everything. IBM's AI sees all of it in real time. Balancing graphic simplicity and bold illustration, I partnered up with Nexus Studios to direct the unpredictable energy of tennis. Across a hero film and full stadium takeover, shifting perspectives and dynamic transitions brought the viewer into the match. The craft was built to scale, from online prerolls and the central jumbotron, to the wide backscreens and narrow fascias of the Arthur Ashe and Louis Armstrong stadiums. Each screen was assigned a different part, ultimately coming together to become one unified story. —

Client: IBM | Role: Concept, Creative Direction
Credits:

Client: IBM
Studio: Nexus Studios
ECD: Erwin van den IJssel 
Production: Kathy Tishler / Lizzie Small / Tyler Antin / Joanna Marciszewska
Illustration: Melanie Climent / Joe Dennis  
Animation: Federica D'Urzo / Mathias Nielsen / Bethany Levy
Cell Animation: Hannah Lau-Walker
Technical Lead: Fabein Glasse
Sound: Rabble Studios
PR: Nancy Edmondson / Bruce Bigg


← Back to Work

Other projects:

Roblox – The Takeover
Client: Roblox | Role: Concept, Creative Direction
HBO – Lovecraft Country
Client: HBO | Role: Concept, Art Direction
Creative Riff
Client: Creative Riff | Role: Concept, Creative Direction, Design
SHOOT!
Client: SHOOT! | Role: Concept, Creative Direction, Design
TwitchCon – Global
Client: Twitch | Role: Concept, Creative Direction
Luna Dating
Client: Luna | Role: Concept, Creative Direction, Design
Twitch – Global
Client: Twitch | Role: Concept, Creative Direction
HP – Gamer Brains
Client: HP Gaming | Role: Concept, Creative Direction
HP – Omen Gaming
Client: HP Gaming | Role: Concept, Art Direction, Design
Microsoft – Back to School
Client: Microsoft | Role: Concept, Creative Direction
↑Back to Top