IBM & US Open 2026
Art Direction, Design, Audiovisual, Experiential, Production
For more than 30 years, IBM and the USTA have partnered to enhance the fan experience at the US Open, where every year, hundreds of matches, players, statistics, and storylines compete for fans' attention in real time. Behind the tournament, IBM captures and analyzes more than 1.2 billion data points to power digital experiences used by over 14 million fans worldwide, transforming an overwhelming amount of information into insight. Through AI-powered experiences on the US Open app like Match Chat, Discover Feed, and Live Likelihood to Win, fans can instantly discover the most exciting moments, ask questions in real time, and gain deeper insights as the tournament unfolds.
In partnership with Nexus, our Advertising team brought our capabilities to life through Closer Than Courtside, a campaign inspired by the idea that IBM technology can bring fans even closer to the action than a seat inside the stadium. Drawing from court geometry, ball trajectories, match momentum, and iconic moments from players and fans, we developed a bold, kinetic visual language inspired by the energy of the stadium. Key frames from the hero animation became the foundation of the broader campaign, creating a cohesive visual identity that scaled across digital, environmental, and in-stadium touchpoints while celebrating both the sport and energy of New York City.
The visual system extended across fascia and jumbotrons in Arthur Ashe and Louis Armstrong Stadiums, digital and social content, and environmental design throughout the Madison Square Park pop-up. The Advertising work later expanded into the Events work, branded moments within the Hospitality Suite and Data Operations Center, as well as the Serve Speed activation at MSP. Together, these experiences demonstrated how IBM transforms data into meaningful fan engagement, helping millions feel closer to the tournament whether they're courtside or following from anywhere in the world.
2026
Advertising
Creative Director / Shawna Klein, Jo Soulas
Art Direction & Design / Freya Garcia
Copywriting / Joe Esposito, Addie Stuber
Engagment Partner / Chad Oliver
Project Manager / Marcio Sguilaro
Producer / Jeff Davis, Kaetie Turner
IBM Brand Marketing
IBM SEP
Nexus Team
Events
Executive Creative Director / Matthew Calkins
Creative Director / Bryan Hamecs, Romina Hausmann
ACD / Jess Edminston, Nico Powdar
Design / Freya Garcia, Tony Baker, Vlad Forsea
Production Design / Jonah Schrogin, Tiago Passos, Allan de Oliveira Soares
Copywriting / Lara Cattlin
Engagment Partner / Adam Dansky
Project Manager / Marcio Sguilaro
IBM Comms
TruTennis Team
GPJ Team
The IBM Data Operations Center serves as the nerve center of the US Open, transforming millions of real-time data points into the AI-powered experiences fans use throughout the tournament. To make the technology more tangible, IBM paired our behind-the-scenes access with surprise moments, including a special appearance from Jessica Pegula that connected fans directly to the innovation shaping their experience.
While IBM helps power the US Open on the grounds, the Madison Square Park activation was designed to bring the tournament experience to fans across New York City. In collaboration with TruTennis, we developed an interactive Serve Speed Challenge that gave fans a hands-on way to engage with the technology and data behind the sport.
The activations generated 5 million in reach and 32,000 engagements, helping position IBM as more than a technology partner. Surprise appearances from Maria Sharapova and the hosts of the Nothing Major Podcast further elevated the experience, transforming the space into a hub for the tennis community during Championship Weekend.
The activations generated 5 million in reach and 32,000 engagements, helping position IBM as more than a technology partner. Surprise appearances from Maria Sharapova and the hosts of the Nothing Major Podcast further elevated the experience, transforming the space into a hub for the tennis community during Championship Weekend.
The full campaign strengthened IBM's ownership of the tech-powered fan experience, expanding the story beyond Match Chat to a broader ecosystem of fan-facing innovations including Serve Quality, Likelihood to Win, Key Moments, and Live Updates. The work generated 623 articles and social posts, a 154% increase year over year, while reaching 849 million people globally and maintaining 99% positive and neutral sentiment. As conversation volume more than doubled, IBM's key messages appeared in coverage 24% more frequently year over year, strengthening the connection between IBM, tech innovation, and the fan experience. Coverage across major outlets including CBS News, Bloomberg, Forbes, Fortune, The Hollywood Reporter, Entrepreneur, and Fox Business helped position IBM not only as the technology powering the tournament, but as a leader actively shaping how fans experience the sport.
BTS & Process