Description:

Among tennis’s Grand Slam events, the Australian Open stands apart, not just as a tournament, but as a cultural celebration. Known affectionately as the “Happy Slam,” it’s an event that brings together summer energy, Aussie spirit, and a global cast of characters who make it more than a sporting competition. For the 2025 campaign, the goal was to bottle that energy, visually, emotionally, and culturally.

The result is a campaign that merges live action with animation to spotlight the personality and passion of the event itself. Each player is given a bespoke visual treatment that mirrors their unique style, through collage, cel animation, hand-drawn details, or graphic iconography. These moments are designed to be surprising yet seamless, playing off real motion and emotion, making each sequence feel alive and deeply connected to the player it features.

But it’s not just about players, it’s about a vibe. The Australian Open itself becomes a character in the film. Sun-drenched tones, playful transitions, and cultural cues speak to the warmth and charm of the event’s Melbourne setting and its laid-back summer atmosphere. Every detail, from rhythm to texture to typography, is carefully crafted to feel unmistakably Australian.

This isn’t just a campaign about tennis, it’s a celebration of the Australian Open in all its joy, energy, and personality. A living, breathing invitation into the Happy Slam.