Turning clay into stardust
The Roland-Garros, Night Sessions (Sessions de Soirée) are the newest – and brightest – star in the tennis calendar. As the crowds gathered to see them live for the first time, Amazon Prime tasked us with the challenge of showing a slightly sceptical home crowd that Prime can deliver world-class sporting entertainment. Our angle? To show that tennis at night is more than a sport, it’s a spectacle.
At night, tennis is transformed. Roland-Garros is played on iconic red clay and in this campaign, we elevated the billowing clay particles — more than dust, they became stardust. The clay was a character in its own right — creating swirls of light and dark that move and illuminate star players. Each environment was created bespoke in 3D with custom weather and movement for something truly epic to look at.
Just before the tournament, the stardust executions exploded across key OOH placements in Paris and France. With motion placements on large billboards and metro takeovers, we built anticipation for the theatrics ahead.
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