ESPN’s promotional marketing campaign for the 2021 US Open – the final of tennis’ 4 Main championships of the 12 months – debuts at the moment with the unique spot “Smile.”
Chris McClure, Senior Inventive Director and Cheryl DiCarlo, Director, each of ESPN’s in home artistic company Grande & Leonard Inventive, labored on the spot and say the concept developed from a theme of pleasure concerning the return of followers to sporting occasions to an idea a couple of block social gathering and dance.
The block social gathering spot contains a crew of dancers, choreographed by Ebony Williams of the movie adaptation of “In The Heights,” acting on the Grandstand and grounds of the USTA Billie Jean King Nationwide Tennis Heart and in entrance of the close by 1964 World’s Honest Unisphere.
Cheryl: “Motivated by the ‘Pleasure’ followers have been sharing on social media, we wished to have a good time the multiculturalism that makes New York such a vibrant metropolis. With that in thoughts, we created a plan to kick off this 12 months’s US Open with a Block Get together dance quantity that can set the tone for this 12 months’s match.
With the assistance of ESPN’s music crew, we concluded that “Smile” by Katy Perry expressed our “Pleasure and Gratitude for followers’ return to US Open” theme completely.
Why by way of dance? Very similar to dancers, the world’s biggest tennis gamers make an especially tough “artwork type” look simple. Couple this with one of many world’s biggest “stage” — New York Metropolis’s US Open — and it felt like an ideal match.”
https://www.espnfrontrow.com/2021/08/us-open-2021-block-party/ | US Open 2021 Block Get together