As the US Open began, Lacoste launched a bold campaign that lit up Park Avenue with its “Play Big” vision. A larger-than-life projection, featuring brand ambassadors Novak Djokovic and Serena Williams, appeared on the facade of the Helmsley Building, bringing Lacoste’s elevated and creative spirit to life.

Lacoste’s signature colors bathed the building in light, turning the iconic structure into a glowing beacon of the brand’s commitment to exploring new creative territories. The campaign didn’t just light up the building; it lit up conversations across social media, with a sizzle reel of the projection garnering nearly 160,000 views and becoming a centerpiece of Lacoste’s paid social campaign.

Much like Djokovic and Williams on the court, this campaign served as a powerful play—assertive, striking, and impossible to ignore. It wasn’t just about projection; it was about projecting a bold statement that intertwined art, sport, and brand heritage.