On the Rise
ATP CHALLENGER TOUR
The Brief
The ATP were looking to drive audiences to The ATP Challenger Tour – the pipeline to the highest tier of men’s professional tennis, by developing a new brand and campaign.
Tennis on the Rise
Fascinated by the visceral, raw, intimate, tennis, we wanted to show a treacherous rite of passage that promises to level up careers.
We developed a visually striking brand world, full of character and emotion using imagery inspired by 35mm ‘reportage’ photography showcasing the intrepid nature of the Tour and its players.
Frontier Tennis
The accompanying launch film highlights the journey players go through playing on the ATP Challenger Tour – frequently travelling from tournament to tournament playing in far-flung, intimate venues, experiencing the highest highs and the lowest lows, and putting in the hard graft to ultimately fulfil their dreams as a professional tennis player.
