ROle: Art direction/design/production | agency: Roadwerx | Client: Spectrum

Every year, thousands head to the USTA Billie Jean King National Tennis Center to see top tennis players face off in the US Open—and one of the main attractions are the engaging booths that fans can interact with, while also being informed of offers and services of official sponsors of the Open. From concept to reality, the small 14’ wide, 9 and-a-half feet deep, 7 and-a-half foot tall booth for Spectrum Mobile was a fun opportunity to create something really unique and engaging for fans and customers alike.

initial sketch for idea

I just absolutely love the idea of over-sized things, especially with the illusion of one getting whacked into the crowd by a giant racket. I thought, if you can’t actually play tennis with your favorite player, why not BE the ball? Below is the rough sketch of the initial thought behind the main activation and photo-op in the Spectrum Mobile booth.

Photoshop comp

After several conversations and brainstorms with the team and the client, I mocked up this comp in Photoshop of what the flushed out idea and design of the various walls surrounding the activation could look like with the brand’s guidelines in mind. Original graphics and headlines were created specifically for this booth, to make it humorous and fun for any passerby.

3d render

Once the initial concept was created, with proper sizing in mind, I gave our graphics and shared our thoughts with our on-site 3D producer to construct the room and place graphics, tables, shelving, and tennis ball chair all within the space to see how it would look and function in real life.

Execution

Teaming up with our on-site fabrication department, I worked with them closely on executing each wall and element separately to reflect exactly what I had presented and was approved by the client.

Social media

From there, we teamed up with SharingBox, a company that produces 360-degree and other photo-op experiences—and within our booth, we not only made it a center for cellular information, with a fun addition of a photo-op, but we made it an active immersive experience for every visitor who sat in the tennis ball chair, and created a shareable GIF.