The ATP came to us for a new brand campaign to mark the start of 2024 season on the ATP Tour. ‘This is Tennis’ tells the story of what the tour, and men's tennis truly represents today, as a modern, global and progressive sport, on and off the court - blowing up any preconceptions about tennis, and showing the sport in all it's glory.

It features the biggest names in tennis, but gives a fresh focus to the new generation of players rising to the top of the sport, such as Carlos Alcaraz, Jannik Sinner and Lorenzo Musetti, battling it out in epic contests on the tour, and seeking to become the best in the world.

High-octane, top-tier action, is showcased alongside innovations within the sport, such as the ATP Tour’s Carbon Tracker app. Throughout all of this, the film also profiles the younger, more diverse generation of fans that now follow the sport of tennis.