Responses by 28K and ESPN.

Background: Athlete Carlos Alcaraz has taken the tennis world by storm, cementing himself as the star of the next generation. To celebrate his talent, ESPN aimed to serve the tennis community with a story comparing him to the three GOATs: Novak Djokovic, Roger Federer and Rafael Nadal.

Design core: To create a compelling anchor for the story, we developed a simplistically illustrated tennis court. However, to give it a twist and make it memorable, we rendered it in 3-D. This not only created an illusion but also gave us the opportunity to control angles, letting us narrate the story exactly as we envisioned.

Favorite details: 28K strives to create truly memorable experiences. Through a unique user experience combined with original art direction, the site transports tennis fans into a world that celebrates the sport and its distinct vibe.

Challenges: Finding the right balance between the brief, the creative concept and content development was challenging. We had clear ideas about the direction we wanted to take, but the content didn’t always align with the intended experience. Content is king, so one of our major challenges was adapting the creative to fit the content while still delivering an exceptional experience.

Special technical features: The real-time 3-D court animations deserve special mention. They’re not just aesthetically pleasing; they also function as interactive metaphors, drawing users deeper into both the narrative and the very essence of the sport.