Behind every serve there's a story of obsession

You know an amazing experience when you see it. The perfect serve. The smoothest drive. But what you don’t see? The relentless obsession behind it. The hours on court, chasing the unreturnable. The years spent crafting, refining the imperceptible. That’s where Lexus and the ATP Tour link up. As Creative Director, I helped turn their shared obsession for perfection into a campaign that lived across film and print, running in key European markets.