Microsoft x Billie Jean King Cup

In 2021, Microsoft and the iconic Billie Jean King joined forces to ignite a revolution in tennis. With a new app empowering players and captains to adjust strategy and performance based on real-time match data and insights, this collaboration set out to transform the way tennis is played, coached, and ultimately experienced.

Our team knew this partnership deserved a campaign that transcended the ordinary. We wanted to celebrate the visionary spirit embodied in the game and by Billie Jean King herself. This led us to a powerful narrative: the intersection of technology and human potential unlocking new possibilities in tennis.

At the heart of the campaign, we crafted a captivating hero video narrated by Billie Jean King. With a multiple-exposure editing technique, we showcased the fusion of human instincts and technological insights. This approach mirrored the app itself, rewriting the visual language of tennis and capturing the spirit of visionary thinking.