Social Campaign Concept, Art-Direction & Design Execution
An editorial-style, visually daring social campaign that elevated Head Tennis beyond typical sports brand content.
Elevated Tennis on Social
Art-led, fashion- and gaming-inspired social content system
The Challenge
Head Tennis wanted its social platforms, Facebook, Twitter (X), and Instagram, to be among the most creative and engaging in the tennis world. The ask was clear: move beyond typical sports content, the same old clichés, and give Head Tennis a visual voice that felt fresh, editorial, and standout.
The Approach
I led concepting, art direction, design execution, and retouching. Working in-house, I took the social creative lead. The only person responsible for the visual mood, tone, and system design.
I built a modular visual system that seamlessly united pre-match visuals, post-match designs, winners' posts, and Instagram Stories. Every asset felt like part of a larger campaign.
To break free from tennis tropes, I drew from fashion editorials, gaming aesthetics, and artistic lighting ideas, playing with shadows, cinematic motion, and stylised graphic framing.
I introduced cinemagraphs, which combine still frames with subtle motion, alongside bold editorial shots and textured lighting for visual tension. These elements gave Head Tennis a unique edge over competitors.I collaborated with social copy and scheduling—every caption, timing, and platform decision was made in sync with my visual strategy.
I built a modular visual system that seamlessly united pre-match visuals, post-match designs, winners' posts, and Instagram Stories. Every asset felt like part of a larger campaign.
To break free from tennis tropes, I drew from fashion editorials, gaming aesthetics, and artistic lighting ideas, playing with shadows, cinematic motion, and stylised graphic framing.
I introduced cinemagraphs, which combine still frames with subtle motion, alongside bold editorial shots and textured lighting for visual tension. These elements gave Head Tennis a unique edge over competitors.I collaborated with social copy and scheduling—every caption, timing, and platform decision was made in sync with my visual strategy.
The Results
- Engagement across platforms increased by around 6%
- Drove a significant uplift in users streaming World Cup matches through Xbox
- Growth in followers and interaction rates across Instagram, Facebook, and Twitter
- Visual system created consistency across all match phases (pre, post, winner, stories)
- Elevated perception of the brand’s social presence compared to competitors
- Content became the in-house benchmark for premium, editorial-style sports creative
Process
A breakdown of how I approached each piece of creative, from research and scamps through to shoots, retouching, and animation. Each step shows not only the final craft but also the creative thinking that shaped it.
01
Looking outside tennis.
I pulled from fashion, gaming, and editorial design to give Head Tennis an aesthetic edge. This wasn’t mood-boards for client approval, but personal creative research that I applied directly into scamps and early visuals, bringing a visual language unseen in sports feeds.
02
Building visual ideas.
I mapped my inspiration into test visuals and scamps. Instead of pre/post/winner sketches, I created flexible visual systems that could flex across all match phases. In parallel, I planned scamps for shoots, framing how props, angles, and lighting would work in practice.
03
Hands-on directing shoots.
I physically directed shoots with models and players. Many ideas involved experimentation with props: floating shoes balanced on cups, balls suspended on tripods for multiple angles, shadows frozen without player movement, or strings pulled and reversed to create playful illusions. This experimental method gave us unexpected, cinematic content.
04
From raw shoot to finished asset.
I retouched, edited, and animated content into finished social assets. Cinemagraphs, reversed motion, and subtle shadow play created a distinctive editorial feel. Each asset was designed to stand out in the feed while sitting within a cohesive campaign system.
the visuals
From court shoots to animated stories, here’s how the creative came to life across platforms and formats.
