Art Director & Creative
ATP Nxt Gen
(Jeddah)
Wasserman
The ATP Finals is one of the year’s most prestigious tournaments, where the world’s top eight players compete to secure their rankings. The Nxt Gen tournament offers this spotlight to rising stars in tennis. ATP wanted to establish a fresh, overarching theme to kick off its new relationship with the Saudi Arabian Tennis Federation, with Jeddah set to host the tournament for the coming years.
​
After visiting the country, inspecting the King Abdullah Stadium, and exploring the old city, I developed a concept to wrap the entire event and inspire the opening and closing ceremonies. To bring a unique edge, I collaborated with Deep Medi Musik to create a custom track that would set the tone for the tournament.
​
Additionally, we faced a technical challenge with the seating in the stadium’s outer rings, as the sport is still growing in the Middle East. Using creative technology solutions, we successfully concealed these sections, preserving the event’s visual impact.
Jeddah is known as a gateway city.
And in hosting the Next Gen ATP Finals it will further cement this; the tournament acting as a gateway for the next generation of tennis talent to perform on the global stage.
​
We have intertwine these two stories, showing the significance of gateways as a symbol of transition. Of entrance and exit. Stationary structures that are passed through as part of a journey elsewhere. Just as this tournament is a key moment in a player’s ATP journey.
​
Drawing parallels between the two, this can be symbolized using the visual trigger of the Hejazi style doors, seen all over Jeddah.
