THE DAWN OF A NEW ERA IN WOMEN’S TENNIS

Team

Executive Creative DirectOR | Jeremey Watson
Creative DirectOR | JARVIS KIM
SR.COPYWRITER | NICK ECKEL
Videography & MOTION | ALMO FILMS
pHOTOGRAPHY | SERGIO VILLALBA
ProducTION | M.E BARKER

Campaign Objective

Wilson Intrigue - Unleashing Her Potential

In 2024, Wilson ignited a revolution with the Intrigue, a line of women's performance tennis shoes forged from data and designed for dominance. This wasn't just a launch; it was a declaration. Wilson shattered the mold, introducing the first shoe biomechanically engineered to unlock the unique power of female athletes. Collaborating with Wilson's 360 Athlete Marta Kostyuk, and driven by the insights of over 1,000 women players, Wilson birthed a collection that marries cutting-edge innovation with breathtaking style.

"Play with Grace. Win with Grit." This wasn't just a tagline; it was a battle cry. The campaign celebrated the strength, beauty, and unstoppable spirit of women in sport. The Intrigue isn't merely footwear; it’s a symbol of empowerment, a testament to the unwavering grace and grit that defines the modern female athlete. This project wasn't about selling shoes; it was about rewriting the narrative, empowering women to conquer the court and redefine their limits.

Designed for comfort and competition. Elegance and endurance.

Grace & Grit.

KEY VISUALS

HERO VIDEO

Grace floats across the court. Grit goes for the ace.

Grace looks just as calm on the fifth set as the first. Grit fights tooth and nail for every point.

Grace shakes hands after the match. Grit lies awake impatient to get back on the court.