Serena Williams had partnered with Wilson to build a performance racket that is custom to her play style. She worked closely with Wilson on the cosmetics, and tech that went into this frame. My job was to create an entire campaign to advertise her racket. I directed product photography, retouched athlete photography, and copy for these assets. I built web banners, social media content, and eblasts for this campaign as well.
Below is the Hero image of Serena for the campaign I had retouched to showcase her gold racket, as well as the product photography I art directed to capture the special details of Serena’s racket.

There were a lot of details in Serena’s new racket that really drove the campaign story. The main one being she dedicated this racket to all the underdogs. I took this to heart and really wanted to showcase this. In the ‘throat’ of her racket there’s an excerpt of her dedication and I wanted to be sure everyone could read the entire thing. I included this in its own eblast, instagram story, and player autograph card. The autograph card is a unique addition to the campaign as the first 100 customers to order her racket get a hand autographed collectors card from Serena.
Below are the dedication eblast and instagram story

For communication touch points that couldn’t facilitate the entire dedication I worked with our copywriter to take the heart of the quote and truncate it into marketing communications for banners displayed on the Wilson site, and our etailer partners.

Next, the technology in the racket needed to be communicated. A specific eblast was written to send out to consumers to explain how this racket is more unique to Serena’s play style and how it can help their game. I used the product photography I art directed with our photography team to support these points and lead to various pages on Wilson.com

All campaign copy written by Kevin Granato
Dedication written by Wilson Product Team
Athlete Photography by Dustin Snipes // Art Direction Tim McCaffrey
Product Photography by Drew Meredith // Art Direction Lauren Versino

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