DOOH.com, in collaboration with WPP Media OOH, Outfront Media, JCDecaux, Wavemaker US, Hunter and Plural 360 PM, brought evian’s first-ever US 3D activation to life in New York City, a spectacular campaign forming part of the brand’s wider US Open presence. Built around American tennis star Frances Tiafoe, the ‘Mountain of Youth’ campaign celebrated both evian’s unique Alpine heritage and Tiafoe’s rise as one of the sport’s most exciting talents.

Introduced to tennis by his father at a Maryland community centre, Tiafoe grew up on public courts and has since become one of America’s brightest players. His energy, charisma and determination made him the perfect partner for evian’s youthful, dynamic brand ethos.

At the centre of the creative, Tiafoe serves a tennis ball that morphs into a snowball before bursting out of the screen in dazzling 3D. The flagship execution ran on Outfront Media’s massive digital display at Penn Plaza, one of New York’s busiest gateways and the key commuter route for thousands of fans heading to the US Open. Surrounding displays carried anamorphic effects that extended evian’s Mountain of Youth across the plaza and then out across a network of Outfront and JCDecaux screens throughout New York City, creating an environment alive with the same spirit of play that defines the brand.

Jessica Rodgers, Executive Producer at DOOH.com, explained:
“With this campaign we wanted to show how cutting-edge technology can elevate a cultural moment. The US Open is one of tennis’s greatest stages, so the creative had to match that energy and feel truly unforgettable. It was never just about one screen – it was about creating a connected environment where everything resonated with the same youthful energy.”

The impact went beyond spectacle. Studies show 3D DOOH can boost conversion rates by up to 40 per cent and full-motion creative delivers stronger long-term memory. Yet for Jessica, the true success was seeing people stop, watch and share. “That is when you know the work has become part of the culture around it.”