U.S. Open – Rain or Shine Guerrilla Launch for Arthur Ashe Roof

Creative Concepting, Street Activation & Messaging Strategy

To mark the unveiling of the new retractable roof on Arthur Ashe Stadium, the USTA wanted a bold, buzzworthy moment. While we regularly supported their social and international campaigns, this project called for something unexpected. I pitched and developed a guerrilla-style concept: a rain-activated sidewalk installation that would only reveal its message when it rained—mirroring the very problem the new roof was built to solve.

A Hidden Message with a Clear Promise

Using a stencil and clear waterproofing spray, we treated high-traffic NYC sidewalks to unveil the phrase Rain or Shine, We’re Always OPEN during rainfall. The activation was both simple and striking—a smart play on the weather-proof nature of the tournament moving forward. It created organic social buzz while grounding the U.S. Open in the everyday fabric of New York City.