The Strategy

Our approach was to capture the electric energy of this emerging powerhouse sport. With it’s fast reaction speed and blur of action we aimed to capture the “lightning in a box.”

As an introductory campaign to the US Market we aimed for high-impact billboard placements, as well as tapping into athletes who are dabbling in the sport as a hobby. One such athlete is the legendary Lionel Messi, whose move to Miami coincided with the first A1 Padel Tournmant.

The photographic Art Direction centers around figures captured mid-motion, displacing color and creating optical effects as they whirl and bounce inside the glass box.