Windy City Open
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Client Category
Sports

Project Type
Sponsorship Branding & Marketing

Bringing unexpected personality to the professional squash circuit.

Led the creative development of a sponsorship activation for the Windy City Open—a premier event on the global squash calendar. To inject fresh energy into a traditionally reserved sport, we introduced “Hans Hot Ball,” a fictional squash superstar known for flamboyant commentary and offbeat charisma.

Through real-time Twitter coverage during tournament matches, Hans playfully critiqued fashion choices, celebrated dramatic rallies and brought a layer of entertainment that energized both in-person attendees and online audiences. This character-driven concept proved that even in the quiet world of squash, storytelling and humor could create standout brand engagement.