Challenge

Despite record-breaking ticket sales, social conversation around the US Open was down 44% year-over-year. Our task: reignite buzz and emotional connection to the tournament — on a shoestring budget — and remind fans that the Open isn’t just a sporting event, it’s a New York institution.

Insight

The US Open is as much about New York energy as it is about tennis. Its pace, grit, and character mirror the city itself. Rather than focusing on star athletes or highlight reels, the opportunity was to celebrate the unsung heroes who embody that shared spirit: the Ball Kids — real New Yorkers whose hustle keeps the game moving.

Idea

We created “New York is Open,” a transmedia campaign spotlighting the connection between the city and the tournament. A hero film followed real US Open Ball Boys & Girls honing their reflexes on the streets of NYC — blending urban storytelling with authentic tennis culture. Complementary social microcontent extended the campaign into the city’s neighborhoods, bringing the best of the Open to the best of Manhattan.

The work felt organic, raw, and undeniably New York — perfectly balancing pride and playfulness.

Impact

The campaign reignited social engagement and conversation around the US Open after a double-digit decline. And the “Ball Kids” film resonated so strongly with clients that it was elevated from social content to a national TV spot on ESPN during the tournament.