Coco Gauff x New Balance x Paris Olympics
Branding, Creative Direction, Motion and Storytelling
Silence is Golden
From concept to storyboard to campaign.
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Old playbook, new era.
Traditional sports marketing often fails to reflect the multidimensionality of rising Gen Z athletes, especially women of color. This project aimed to modernize the brand narrative around Coco Gauff, honoring her legacy-in-the-making while amplifying her impact beyond the court. -
From insight to impact.
Brand analysis, cultural trends, and voice-of-Coco research guided the design of a vibrant, Gen Z–driven campaign. I developed storyboards, slogans, and a hero film ("Silence is Golden") to elevate her message, merging activism, athleticism, and style. -
Silence is golden.
A dynamic campaign uniting fashion, performance, and purpose. Through color-forward design, evocative motion, and a narrative arc rooted in Coco’s values, the work positions her not just as an athlete, but as the emerging (tennis) voice of a generation. -
Tools: Figma, Illustrator, Adobe Premiere Pro, Photoshop
Roles: Creative Direction, Campaign Concepting, Storyboarding, Video editing, Sound design, Copywriting
The Problem
More than a brand face.
Too often, campaigns reduce female athletes to style icons or surface-level narratives. This project sought to push beyond that; capturing Coco Gauff’s real ethos: grit, grace, social consciousness, and generational momentum. The challenge was to design a campaign that matched her voice, not just her visibility.
The Process
Brand storytelling meets cultural fluency.
I began with a deep dive into Coco’s public voice and expressed values, in addition to her longstanding partnership with New Balance. I mapped her trajectory as a Gen Z icon; one who is athletic, outspoken, and thoughtful, and translated this into a narrative structure that could hold a nuanced view of this impressive athlete. Using Figma and Illustrator, I laid out campaign visuals and typographic treatments that aligned with New Balance’s brand but pushed into a more editorial, expressive zone. I created a website prototype and storyboarded the “Silence is Golden” video, crafting rhythm, pacing, and copy for maximum impact, before diving into Premiere Pro to craft a conceptual ad, pairing music, visuals, and sound design that aligned with my story concept.
The Solution
A rallying cry with depth.
The campaign culminates in a layered, uplifting concept: “Call Me Champion.” Centered on the emotional arc of Coco’s presence and perseverance, the campaign blends vibrant typography, carefully chosen footage, and editorial flair matched to Tkay Maidza’s “Silent Assassin.” The “Silence is Golden” video and website go beyond athletic excellence to emphasize generational change, fresh determination, and real momentum, on and off the court.