Barilla x Federer
To celebrate the US Open, Barilla partnered with Roger Federer to represent the Barilla brand and highlight this partnership through social media.
Role: Creative & Art Direction, Copywriting
Design & Animation Support: Hanju Chou
Social Media Creative Content
The concept revolves around themes where pasta and tennis might overlap as well as the greatness of the Barilla brand and Roger's legacy. Classic tennis moves were paired with dishes to promote recipe consideration. Quotes from Roger that could be paired with actions of cooking were utilized. Furthermore, adjectives that could be used to describe tennis and cooking were paired to similar movements in both categories. As Barilla was a sponsor of the US Open, the campaign featured a robust array of content tied to Roger to engage tennis and culture fans leading up to and during the tournament.
Recipes & Roger
A series of pre-roll ads that highlight recipes, pairing each against a different trait that matches an aspect of Roger's life. These would link out to Barilla recipes developed for the campaign.
During the tournament, promoted filters were created for fans to support Roger and engage in the greatness of the man, the brand, and the tournament itself.