The Project:
La Roche-Posay engaged tennis fans across premier tournaments including the BNP Paribas Open at Indian Wells, Miami Open, Citi Open, and US Open through immersive brand activations that connected skincare and sport. Each space featured interactive elements such as a virtual tennis game that encouraged fan participation and collected email sign-ups for continued engagement. Guests also enjoyed complimentary dermatologist consultations and skin checks.
The environment, inspired by the “Club La Roche” theme, blended the chic sophistication of an exclusive country club with the brand’s clean, elevated aesthetic. Custom-branded artifacts, refined décor, and appearances by tennis pros showcasing their favorite La Roche-Posay products deepened the brand’s presence and connection to the tennis community.
My Role:I led all creative aspects of La Roche-Posay’s tennis activations, developing mood boards and collaborating with account and production teams to strategize consumer engagement across each tournament. I managed the creative team, including an art director and a 3D designer, to bring the “Club La Roche” theme to life, ensuring cohesive design and brand integration throughout every space. I presented concepts to clients and refined creative based on feedback, delivering polished, high-impact experiences that reinforced the brand’s identity and connection to the sport.
Agency:
CAA Brand Consulting
BNP Paribas Open at Indian Wells
Miami Open
City Open
US Open
