WILSON BRAND RE-LAUNCH

Like all of the great creative platforms, Wilson’s came from a great strategy.

WILSON IS EVERY ATHLETE’S FAITHFUL WEAPON

When Serena Williams is playing center court at Wimbledon. When the pressure is on in the third set and she flubs a shot. She doesn’t take off her Nike shoes and throw it in anger. She takes it out on her racket. Curses it, looks away from it or smashes it on the ground. Her racket is an extension of her. Just like every athlete’s equipment is an extension of them.

This powerful relationship between the athlete and their equipment became the basis for every communication touchpoint we created for Wilson. It informed the advertising campaign, the new brand identity we designed for them, and everything else we did to re-launch this great American company.

Very proud to have led the reintroduction of a brand so near and dear to my heart with an integrated campaign celebrating the relationship between athletes of all ages and their equipment, which started with the anthem spot below. Post-launch, Wilson's brand passion scored doubled the pre-launch measure. Over Nike, Under Armour and adidas.

GENERATION FAST

The Pheno Wilson team traveled around the world (well, to Miami, Paris, Seoul and Germany) to create a series of documentaries about Generation Fast -- top-ranked youngsters who are the poster kids for how fast the game of tennis has become. And to introduce to the world two genuine breakthroughs in tennis technology that help ams and pros alike literally play faster: The Kaos Shoe and the Burn FST racket. The mini-doc below features Miami’s Nico Garcia, a 14-year-old phenom destined to make a huge impact on the Tour.

From federer

The new Wilson RF97 autograph racket is simply stunning. The first ever co-designed by Wilson and Roger Federer, the RF97 looks and plays like nothing else. We developed an integrated campaign to launch it into the world, led by the black-and-white film below. It's called “From Federer." The film features top junior players, Federer himself, and a handwritten note from Roger himself that plays a central role in the rest of the campaign.

I'm proud to say that the RF97 was one of the most successful product launches in Wilson's 100-year history.

Here's the case study for the campaign.