Sergio Tacchini
Campaign Launch feat. Foggieraw
Reposition a heritage tennis brand into modern streetwear and culture through influencer-led storytelling.
Role
Creative Director
Led creative direction, visual identity, and influencer integration strategy across the campaign.
Directed content and production to ensure the work felt authentic, modern, and culturally relevant.
Heritage brands don’t win by looking back. They win by being reinterpreted through culture.
For Sergio Tacchini, that meant moving beyond tennis and into music, fashion, and everyday style.
Insight
Make the brand feel relevant to a younger audience without losing its legacy.
Shift perception from a traditional tennis label to a modern lifestyle brand.
Challenge
Approach
We refreshed the brand by connecting its tennis roots to contemporary culture.
We partnered with Foggie Raw to lead the storytelling, bringing a voice that naturally sits between music, fashion, and streetwear.
The goal was to make the brand feel current, expressive, and culturally grounded.
Impact
13M+ impressions across influencer, brand, and paid media
8.5% engagement rate
+14% lift in brand favorability
Execution
Content System
Hero Content
Campaign Imagery
Social Content
Brand Rollout
