Creative Director, The Sheppard Group

The USTA’s flagship event brought together leadership, athletes, and national partners for three days of strategy, celebration, and brand storytelling. Our challenge: elevate the conference into an immersive, high-impact experience that inspired both internal stakeholders and the broader tennis community.

My role:

• Led creative development across live and environmental touchpoints, from video content to stage design.
• Wrote and produced all show videos, including an 18-screen immersive visual sequence that redefined event storytelling.
• Directed a reimagined Red Ball Tennis activation, blending grassroots engagement with entertainment.
• Developed venue-wide narrative systems, from directional signage to gallery-style installations.
• Collaborated directly with USTA leadership to align creative with strategic goals.

The impact:

• Elevated a traditional conference into a multi-sensory experience.
• Earned executive praise from US Open Director Stacey Allaster, who called one of my videos “the best tennis video I’ve ever seen.”
• Strengthened USTA’s cultural presence by merging sport, storytelling, and innovation.