Creative directed the launch of Wilson’s first tennis shoe engineered for women

Challenge

Launch Wilson’s first women’s-only tennis shoe with a single shoot that would fuel a year-long campaign. This was the biggest production investment at Wilson in recent history, so the output had to meet high expectations. The production needed to capture six colorways across hard and clay courts, delivering assets across video, photo, and social platforms.

Approach

Built around Marta Kostyuk, Wilson’s 360 athlete and the foot the shoe was designed for, the campaign centered on her story. She wasn’t just wearing the Intrigue; she represented it. Grit was captured through visible sweat, clay flying in the air, and motion blur that emphasized intensity. Grace came through in her fluid, airborne movements and the soft, cinematic quality of the shots. Marta’s gaze anchored the visuals — calm, focused, and unapologetically present. We aimed to balance grace and grit — with a hero video showing Marta training, layered with a voiceover from her mother in Ukrainian for a personal touch.

Execution

All content was created to support a full year of global brand storytelling across ecomm, web, emails, social, paid ads, and retail locations.

Shot in Nice, France, the production delivered:

1 hero video
1 “Behind the Design” video
6 colorways across 2 surfaces
200+ final images
Social edits and breakdowns

Grace floats across the court.
Grit goes for the ace.

Grace looks just as calm on the fifth set as the first.
Grit fights tooth and nail for every point.

Grace shakes hands after the match.
Grit lies awake impatient to get back on the court.