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: Creative Director, Concept & Design
Credits:

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


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