US Open Story of the Mural

The US Open Tennis Championships are an NYC institution, so when they came to us asking for an activation that would engage the millions of Millenials living in the city we were obviously game to help them pull off something awesome.

Taking inspiration from the streets of New York, we created "The Story of the Open", a two-week long interactive social and experiential mural project (that enough buzzwords for ya?), chronicling the ups and down s of the tournament in a truly unique way.

Each day renowned muralist and illustrator Josh Cochran painted the Open's biggest moments on a billboard suspended above the Queens-Midtown tunnel (the main route out to the Meadowlands, where the tournament was held). Fans could send Josh their favorite moments using the hashtag #StoryOfTheOpen, providing inspiration or encouragement while he did his thing. Josh selected a tweet to use as his jumping off point each morning, concepting on the fly then painting that concept into the mural in real-time. We also hosted a live-stream of the painting and posted regular video updates each day (also in real-time) across the Open's various platforms.

We got a ton of engagement, and all kinds of coverage, everywhere from Creativity to The New York Times. Not bad for a little art project.