The Tashi Duncan Show
Associate Creative Director, Copy & Strategy
Luca Guadagnino’s Challengers was one of the most anticipated movies of the year, largely in part to Zendaya’s involvement as lead and producer. To reiterate to fans that this wasn’t just a tennis movie, it was a Zendaya movie, while retaining audience attention over a year-long campaign window, we turned our social and creative efforts into the Tashi Duncan show.
To kick off the campaign on Instagram and reinforce the film’s production caliber, we curated a highly stylized editorial grid system. Using Tashi as the focal point of all grid assets, a structured formula kept the visual equity consistent, allowing for unplanned or last minute assets from key stakeholders to be seamlessly inserted into the grid without imposing on an already established layout.
Tashi Duncan remained the creative focal point throughout the campaign as we explored the film’s themes of tension and connection through a uniquely Challengers lens to highlight the relationship dynamics on and off the court.