Morgan Stanley WTA / 3D Anamorphic Billboard Campaign / New York City
Lippincott / Impact X / Rapport / Morgan Stanley / Outfront XLabs
Adolescent joined forces with industry giants Rapport, Lippincott, and Outfront XLabs for Morgan Stanley's 2023 campaign that highlights their partnership with the Women’s Tennis Association to reinforce their commitment to expanding access and driving equity in sports.
The mission: to create a larger than life tennis rally in the heart of New York City. We had to create a design concept that was an adrenaline rush within itself.
Adolescent took a bold step to the edge - quite literally. Picture a bird's eye view of a tennis ball in a high-stakes rally, approaching the very edge of the court line. Then, a massive explosion of impact! "The Edge" is more than just a concept; it's a spotlight on the close triumphs that make the game in tennis.
IN DEVELOPMENT
MORGAN STANLEY 1585 BROADWAY
After crafting the original spatial screen, the team at Morgan Stanley tasked us with another challenge: to bring our design to their global headquarters and create the first-ever 3D anamorphic billboard on their unique multi-panel screens.
The display at 1585 Broadway features seven separate screens, visible from two sides of the block in Times Square. This would be the first 3D spatial animation for Morgan Stanley's home screens. The increased real estate of the boards as well as the various shapes and layouts, gave us an opportunity to expand upon our existing creative in a dynamic way.
We emphasized several design elements, including an explosive hit and the face of the campaign, Leylah Fernandez, to reinforce Morgan Stanley's commitment to expanding access and driving equity in sports.
Adolescent created two epic visual pieces that perfectly encapsulate the cinematic tension of the game of tennis.