IBM & US Open 2026
Advertising
The US Open happens everywhere at once. Hundreds of matches, players, statistics, and storylines compete for fans' attention at every moment. Through IBM's suite of AI-powered experiences, fans don't have to choose what to follow. They can instantly discover the most exciting moments, ask questions in real time, and gain deeper insight into the tournament as it unfolds.
In partnership with Nexus, our team helped bring this vision to life through Closer Than Courtside, a campaign inspired by the idea that IBM technology can make fans feel even closer to the action than a courtside seat. A graphic language built from court markings, ball movement, and match momentum visualized how features like Match Chat, Discover Feed, Live Likelihood to Win transform live data into meaningful experiences.
Campaign assets included fascia and jumbotrons in Arthur Ashe and Louis Armstrong stadiums, later translating to digital, social, and environmental design. The campaign demonstrated how IBM turns information into insight, helping millions of fans both in-person and watching from home experience the tournament in more meaningful ways.
Global Creative Director / Jo Soulas
Creative Director / Shawna Klein
Art Direction & Design / Freya Garcia
Copywriting / Joe Esposito, Addie Stuber
Engagment Partner / Chad Oliver
Project Manager / Marcio Sguilaro
Producer / Jeff Davis, Kaetie Turner
IBM Brand Marketing / Connor Savoye, Jean Gleason, Joe Prota, Meghan Wolf, Samaura Steele
Nexus Team