Overview: Took on creative direction for the 2023 ATP Finals, delivering a unified narrative across the singles, doubles, and finals opening shows. Oversaw all aspects of production, including screen content, studio shoots, live performance, scripting, lighting, and music.

Concept: Tennis is a beautiful game that moves so quickly its intricacies can often be missed. We used a blue ribbon as our red thread across all three shows. The dancers embodied the essence of tennis, presenting the game’s movements slowed down and its beauty amplified.

Results: Successfully introduced a cohesive narrative framework that brought all three shows under a single creative vision for the first time. The elevated quality and consistency impressed both the client and key Italian stakeholders, marking a significant milestone in the 14-year history of the project.