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

The campaign was built around Marta Kostyuk as a true 360 athlete, whose foot directly informed the design of the shoe.

Grit showed up through visible sweat, clay in motion, and intentional blur that emphasized intensity. Grace came through in her fluid, airborne movement and the soft, cinematic quality of the imagery. Her gaze anchored the visuals throughout, calm, focused, and unapologetically present.

We balanced grace and grit in a hero film that follows Marta training, layered with a voiceover from her mother in Ukrainian to add a deeply personal dimension.

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.