Champions Evolve

Company Infosys

Agency AKQA

Project type Brand campaign

My role Creative director & art director

Team credits

Mary Cuppone, Tim McDonell, Alec Carrier, Mark Hurley, Dave Shuff, Shaun Abernathy, Cody Rubino, Sofia Karadogan, Krzysztof Kosz, Wojciech Barczuk and Papaya Films Poland

When you watch a champion like Iga Świątek, you usually just see the final match. You don’t see the daily rituals, the conditioning, or the constant preparation for the unexpected. Infosys wanted to show that they help businesses do the exact same thing: put in the work now to prepare for whatever comes next.

We took that idea and partnered with Iga to build a global campaign for the Australian Open. The concept was straightforward: put the spotlight on the unseen work.

The “Champions Evolve” campaign rolled out across OOH, digital, and social. In Melbourne, we built a custom 3D billboard that made Iga and her swing feel larger than life, physically breaking out of the frame. Across our digital placements, we designed a motion system that visualized her journey from practice to the main stage.

By focusing on the daily ritual of her conditioning, we visualized the reality of the process, demonstrating how relentless, unseen practice is the only way to prepare for the uncertainty of the court.

Metro-station billboard: Iga Świątek evolving from weightlifter to boxer to footballer to tennis server across a dark court, headline “Tomorrow’s progress starts with today’s practice. Champions evolve.”

Roadside billboard: Iga Świątek in a tennis follow-through on the left, her training stages trailing behind her, headline “Game changers practice change. Champions evolve.”

Wide billboard under a rail bridge: Iga Świątek’s progression from lift to serve with the ball breaking out of the frame, headline “If practice makes perfect, then change makes champions. Champions evolve.”