Tennis
Tennis is one of the only sports with a dress code strict enough to shape product photography directly — Wimbledon's all-white rule means apparel brands need a genuinely different campaign treatment there than anywhere else. On Visie, that craft spans live match and product photography for marques like ATP Tour and the US Open, with clay, grass, and hard court each giving a completely different visual palette.
This week's top Tennis projects
This week's top Tennis projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Project Various Campaigns · Wilson Defyer Campaign
The Wilson Defyer campaign serves as a masterclass in high-contrast product photography, meticulously stripping away environmental clutter to elevate sports equipment into objects of pure desire. Through the lens of photographer Calvin Pausania, the project leans into a dramatic, cinematic aesthetic that prioritizes form, material texture, and technical precision above all else. By employing low-key chiaroscuro lighting and a saturated red-to-black color palette, the creative team transforms standard tennis rackets and athletic bags into heroic subjects that command attention. The composition is consistently minimalist, often utilizing mid-air suspension or sleek, reflective studio surfaces to emphasize the aerodynamic silhouettes and industrial design of the gear. Throughout the series, the use of macro photography captures the intricate details of synthetic strings and glossy frames, while the interplay between hard and soft light provides a depth that feels both aggressive and sophisticated. This commercial campaign succeeds by treating athletic hardware with the same reverence as luxury fashion, using symmetry and deliberate negative space to create a graphic, high-performance visual language. Ultimately, the work functions as a study in modern branding, where the iconic Wilson logo is framed not just as a mark of utility, but as a central design element that anchors the entire aesthetic experience, effectively communicating strength, speed, and uncompromising quality.
US OPEN · Thank You Althea - 75 Years
The US Open commemorates the 75th anniversary of Althea Gibson’s debut with a documentary-style project tracing her influence on the sport. Narrated by Venus Williams, the film weaves historical black-and-white archival footage with modern tournament clips to bridge the gap between Gibson’s pioneering career and the current generation of athletes. Produced by Boomshot, the piece employs a collage-style aesthetic. The visual narrative utilizes nostalgic Super 8 and 16mm textures alongside moody, live-action sequences to frame Gibson’s legacy on the court and her role in shaping tennis history.
On · Brand Identity
This brand identity project for On establishes a visual framework through a combination of live-action technique and CGI. The campaign integrates cinematic outdoor sequences featuring tennis courts and natural landscapes with 3D rendered apparel and interactive interface elements. By blending drone footage with generative video, the project creates a high-fidelity aesthetic that reflects the brand's position in sports and gaming. Project direction was led by Seb Marling alongside design lead Peter Richardson. The visual execution incorporates graphic design from Village Green, with generative video contributions by Tom Wooton and Bob Jaroc. Web development for the platform was managed by James Homer.
Nike · Sabalenka vs Everything
Nike spotlights the intensity of professional tennis in 'Sabalenka vs Everything,' a high-energy campaign focused on athletic precision. The film captures dynamic serves and powerful movement set against a stark industrial background, punctuated by the immediate impact of shattered household items. The production, led by Wieden+Kennedy Amsterdam and Rabbit, utilizes clean, cinematic live-action techniques to emphasize the raw force behind the athlete's performance. Slow motion sequences and integrated digital speed overlays track ball velocity, highlighting the technical rigor of the sport within this focused sports and gaming spot.
New Balance · We Got Now Coco
New Balance highlights its commitment to performance tennis in the commercial project, We Got Now Coco. The campaign focuses on athlete movement through a series of sequences filmed on a distinct indoor court characterized by red flooring and contrasting green paneled walls. Produced by CANADA and C+M, with creative direction by VML US, the work utilizes drone footage and dynamic tracking shots to capture the intensity of professional tennis. The production leans into a clean, live-action technique, focusing on precise action and crisp color grading to articulate the rhythm of the game.
Barclays · Moments That Matter
Barclays explores the tension of professional tennis in this cinematic commercial, Moments That Matter. Directed and produced through Academy Films, the work captures the intensity of the sport on a grass court, focusing on the precision of serve sequences and the atmosphere of a packed stadium. The film utilizes low-key lighting and rich contrast to ground the action in a moody, atmospheric aesthetic. Across the sequence, the production team employs dynamic camera movements that track the athletes in their signature white uniforms, integrating the brand presence throughout the court environment. Creative development was led by VCCP, with media planning handled by OMD. The spot includes post-production and VFX from No.8ldn, with sound design and music provided by 750mph. Editing support was provided by tenthree.
Nike · 'Serena Legacy'
Nike's 'Serena Legacy' project functions as a commemorative montage, tracing the athlete's career through an intimate documentary lens. The film balances archival footage with candid family moments and key tennis sequences to chronicle a multi-decade journey. Developed by High Five, the aesthetic leans into a nostalgic tone. The execution utilizes a range of analogue film textures and layered compositions, including split-screen sequences and vintage-inspired framing, to elevate the archival narrative.
Beats · Beats by Dre x Naomi Osaka
This Beats campaign features professional tennis player Naomi Osaka, capturing her transition from quiet, dimly lit locker room preparations to the intensity of the professional court. The narrative highlights the intersection of focus and sports culture, utilizing a blend of natural daylight and low-key interior lighting to frame the subject. The project was developed by Virtue Worldwide, with production handled by One Another. Through a live-action technique and a distinct analogue film aesthetic, the commercial leans into a cinematic visual language.
Meta · Art of Downtime - Coco Gauff
Meta’s Art of Downtime campaign explores the duality of a professional athlete's life, pairing high-intensity court action with moments of quiet reflection. Featuring Coco Gauff, the commercial video pivots between sharp, athletic sequences on the tennis court and surreal, slowed-down domestic vignettes. Developed by agency Translation, the production leverages rapid action cuts and moody lighting to bridge the gap between performance and recovery. The cinematography utilises cinematic colour grading and raw, live-action techniques to lean into a dreamlike aesthetic, highlighting the contrast between the competitive environment and isolated personal downtime.
Project Time Magazine · Coco
Time Magazine features professional tennis player Coco Gauff in a series of editorial portraits. Photographed by Daphne Nguyen, the collection captures the athlete in a variety of athletic sportswear against bold, textured blue backdrops. The project leans into a clean, editorial aesthetic, utilizing natural light to highlight the subject's posture and movement. The composition features structured, high-contrast framing that incorporates both athletic performance attire and personal style elements.
Storm Energy · Tennis, Taylor Fritz
Storm Energy elevates the beverage landscape with this latest commercial campaign, centered on a high-stakes partnership with professional tennis star Taylor Fritz. The spot masterfully captures the intersection of endurance and performance through a moody, monochrome aesthetic that strips away the noise of the stadium to reveal the raw intensity of elite competition. By focusing on the visceral, sweat-drenched realities of training, the film channels a sophisticated tension, leaning into dramatic lighting to emphasize the stark contrast between the athlete and his surroundings. This cinematic live-action technique is complemented by a rhythmic, deliberate editing style that punctuates every movement, from the rhythmic bounce of a serve to the quiet determination of a recovery moment. The cinematography effectively utilizes slow motion to underscore the gravity of the physical effort involved, framing the product as an essential component of the athlete's solitary, focused regime. The empty stadium setting serves as a powerful backdrop, transforming the court into a stage for grit and technical precision. Ultimately, the work functions as a masterclass in sports brand identity, eschewing traditional, high-energy beverage tropes in favor of a sleek, introspective narrative that resonates with the discipline inherent in professional gaming and sports. Through this lens, the collaboration with Taylor Fritz becomes more than a simple endorsement; it is a visual exploration of what it takes to perform at the peak of human potential.
Storm · Tennis
Storm presents a high-energy commercial for its energy drink line, focusing on the fast-paced intensity of the tennis court. The film centers on players in action on a blue hard court, capturing rallies and movement under an overcast sky. Produced with live-action techniques, the project leans into a clean aesthetic to highlight the product. Post-production and visual effects from Brickyard define the final look, featuring dynamic text overlays and crisp product close-ups.
Top Tennis brands
Browse the world's most renowned Tennis brands, their projects and creatives who worked with them.
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