THE SOCIAL MEDIA CAMPAIGN

Not only did I get to design the franchise logo, and the packaging, but I also spearheaded the visuals for the Social Media campaign of Wilson’s Triniti Ball. Triniti is the first ball in the Tennis space that does not need to be kept in harmful pressurized, plastic tennis ball cans. The biggest challenge of the social campaign was that we needed to communicate to our consumer a concept about sustainability they knew virtually nothing about with in the context of their sport. We had to call attention to how much waste the tennis industry puts into land fills. All the wile balancing the fact that as Wilson, a company that is #1 in tennis the tennis space, are then also owning up to the fact that they are one of the key players in the waste problem. The stance ultimately had to stake claim in calling out that Wilson as a company thought that their behavior should change, and that they would own being a leader in sustainability with in their sport. I had to help Wilson take an active stand in sustainability facing the consumer for the first time.
I felt it was really important to tease the Triniti ball with a hard hitting education fact. Call attention to a problem Wilson created a solution for. It was a pretty bold stance as to how Social Campaigns at Wilson typically go, but I felt it would pay off to own up to a fault wile providing a solution. So through Instagram Feeds and Stories I executed the productive education on sustainability, Triniti, and Wilson.

The next challenge that was presented in communicating the Triniti Story was that not only had Wilson solved a sustainability issue in the packaging, but it was taking a stand to continue to do so wile not compromising performance. Wilson innovated it’s tennis ball to last 4x longer so that less tennis balls would be thrown away as well! So the game can last longer, and less balls will end up in landfills as well. Below are some instagram stories I created to help illustrate the unique points of Triniti.

Triniti was one of the most challenging Social Media campaigns I worked on. It had limited visuals, tight turn around, and no guide for cadence, on top of having to educate our followers and customers on a problem and solution they may not have had context for prior to seeing our products content. In the end it was received well and and Wilson’s audience was generally enthused that '“Wilson did it first” in tennis.

All Social copy written by Kevin Granato
Photography by Lauren Laws // Art Direction by Myself

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