Babolat has been at the forefront of racquet sports since 1875. When the brand entered the fast-growing pickleball market with their first lineup of racquets, shoes, and gear, they needed a campaign that could speak to a younger, energetic audience without losing the credibility of an iconic sports brand. The timeline was under two weeks.
The campaign concept was built around a simple but clear creative idea: never boring. I developed the visual identity for the campaign from the ground up, amplifying the signature yellow of Babolat's pickleball paddle in a bold way, pairing it with distressed black graphic elements and sequence strips that gave the creative a sense of movement and energy. Once the direction was approved by Babolat's team in France, I led a cross-functional group of designers, photographers, and animators to execute across every deliverable.
That included art directing an on-location photo shoot focused on capturing the fun, competitive spirit of pickleball, overseeing product promo video spots, and developing social ad creative to drive awareness around the product launch. The result was a cohesive multi-channel campaign spanning print, digital, video, and social — delivered on time and on brand.
AGENCY: VOLtage AD
ROLE: art direction
