ATP
“Beat This”
Overview
This project was completed by an Orchidea team member while employed at another agency, in collaboration with ATP and Havas Media Group. Orchidea does not claim a current relationship with this client.
In 2013, the ATP set out to create its most aggressive global campaign to date—one that captured the speed, intensity, and elite athleticism of the ATP World Tour. The result: “Beat This”, a high-energy visual and verbal identity launched in collaboration with Havas Media Group and Orchidea’s creative leads. Our team member contributed to concept development, campaign execution, and design systems alongside Creative Director Tom Moore, helping to shape one of the ATP’s most recognized brand campaigns of the decade.
Client:
ATP
Year:
2013
Category:
Creative Direction
/
Global Rollout
Location:
Global
The Challenge
ATP’s brand in 2013 was strong but risked feeling traditional. With new tennis stars rising and competition for global sports audiences increasing, ATP needed a bolder, more provocative brand story that could unify 60+ tournaments while modernizing its image.
Key challenges:
Develop a unifying global concept adaptable across print, broadcast, digital, and in-stadium assets
Modernize ATP’s brand without alienating legacy fans
Deliver maximum impact at the ATP World Tour Finals in London
The Solution
The central creative idea became “Beat This” a bold, two-word provocation positioning ATP athletes as not just players, but elite warriors.
Campaign contributions included:
Core Creative Platform – A unifying identity adaptable across 60+ tournaments, players, and formats.
Visual Language & Treatments – Athlete photography with motion blur and kinetic typography to capture intensity; bold black/gold palettes reinforcing energy.
Player & Event Adaptation – Individualized treatments for players like Djokovic, Nadal, and Federer across broadcast, print, and stadium formats.
Motion & Promo Assets – Broadcast bumpers, animated arena content, digital OOH units, and guerrilla activations.
Finale at The O2 Arena – A cinematic live experience at the 2013 ATP World Tour Finals, creating one of the decade’s most distinctive brand moments.
The Result
The “Beat This” campaign energized ATP on a global scale, becoming a defining identity moment for modern tennis. • Elevated ATP’s reputation as a bold, innovative sports brand • Paved the way for future campaigns including “This is Tennis” and “Love It All” • Drove engagement across broadcast, stadium, and digital audiences worldwide The campaign remains one of ATP’s most recognized creative identities.
Legal Notes
