OREILLY
Menu
Overview
Context
Nex Playground partnered with the US Open to bring Tennis Smash: Racketville to the Advantage Arena—alongside Roblox and Fortnite—as one of the featured gaming experiences of the 2025 tournament. I led creative across the full activation.
Problem
The partnership needed to introduce Nex to a tennis audience that had no existing relationship with the brand, while fitting cohesively within the US Open's visual world. Assets had to work across a physical booth environment, digital display advertising, merchandise, and email, all under a compressed timeline.
Process
I designed the booth environment and wall graphics, adapted key art across multiple aspect ratios for the display ad suite, developed t-shirt colorways with distinct creative rationale for each, and produced the email campaign announcing the USTA partnership. Everything was built to be operationally simple for the on-site team to run without creative support.
Impact
Nex Playground launched at the US Open alongside two of gaming's biggest platforms, with a cohesive brand presence across every touchpoint—physical space, paid media, merchandise, and owned channels.
Credits
