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It was incredible to have to help breathe new creative energy into the BNP Paribas Open, one of the most significant tennis tournaments on the pro tour. Coming out of years of lockdowns and attendance restrictions, they wanted to go big with Big Day. To answer the call, we came up with a bold visual look that was unlike anything else on tour (or in sports) and ushered in a new era of Tennis Paradise on the world stage.


Campaign Concepting
Creative Direction
Art Direction
Video Production
3D Motion
Digital Production
Social Media
Retail Design

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The BNP Paribas Open sought to distinguish itself from other Tier 1 tennis tournaments and go shoulder to shoulder with events like Coachella. It was a large undertaking—complete with a new attitude, a new generation of star players, and a new approach to Tennis Paradise.

Big Day saw an opportunity to take advantage of the venue’s dramatic setting and infuse it with modern desert city nostalgia. Using custom illustrations to create captivating and inspiring advertising, our work became works of art across TV, print, digital, social and OOH. From kiosk maps to identifying landmarks, Big Day’s creative changed the entire feel of the grounds—and perfectly set the stage for unforgettable tennis action.

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Big Day sought to help BNP Paribas separate itself from the pack by elevating the unique features of the venue itself and its iconic setting. This helped make it about more than the matches—it was a cultural event. It worked. Attendance records were shattered. The venue transformed. The face of the BNP Paribas Open changed forever. The only thing left to do? Take it even further next year.