Vital Proteins | 2026 US Open
Skin in the Game
At the US Open, fans come to watch extraordinary players compete. For Vital Proteins, we created ways for them to become part of the experience.
As a consulting Creative Director, I supported Yes Collective Creative’s work for Vital Proteins through an agency engagement. My role focused on creative direction across three experiences: the VIP suite, the Collagen Court booth for direct fan engagement throughout the tournament, and the Fan Week onstage challenge. Each brought the brand’s “Skin in the Game” sponsorship platform to life in a different area of the tournament.
In the VIP suite, I guided the transformation of a hospitality space into an immersive Vital Proteins environment for VIP guests and influencers. A tennis ball wall, custom rugs, pillows, acrylic signage, and posters connected the brand with the setting and energy of the tournament.
Branded hats, handheld fans, goblets, and giveaways carried that identity into the guest experience, while Polaroid cameras invited guests to capture their time together. The details made the suite a cohesive place to gather, enjoy the tennis, and create memories with the brand.
At Collagen Court, the booth experience brought “Skin in the Game” into a challenge fans could try for themselves. A reaction stick-drop game tested guests’ reflexes and response times, connecting the quick reactions of tennis with a playful introduction to Vital Proteins’ canned products.
During US Open Fan Week, an onstage tennis-ball challenge at Fountain Plaza brought participation into a live audience setting. With seat upgrades as the reward, fans had a chance to turn their own performance into an even better view of the tournament.
Across all three experiences, I guided the creative direction to connect the brand, the audience, and the occasion. The suite created a place to gather, Collagen Court invited individual participation, and the Fan Week challenge made that participation part of a shared spectacle.
My Role
Creative direction, concept development, and design oversight across the VIP suite, Collagen Court booth experience, and Fan Week onstage challenge, supporting Yes Collective Creative’s work for Vital Proteins through an agency engagement.
