At the US Open, we transformed 14,000 tennis fans amateur swings into works of art.

American Express

Amex Fan Experience · App · Installation

For its annual American Express Fan Experience, Momentum invited us to help transform fans’ tennis swings into generative art with two distinct installations.

Art & Sound of Tennis

At the “Art & Sound of Tennis” installation, we customized tennis racquets with motion sensors for participants to swing as a crowd of spectators looked on. Each swing simultaneously generated stunning tennis-themed visuals and sound on a 30’ LED screen.

Using a custom app and real-time image processing, we created digital portraits of every participant with their unique creation, enabling their artful swings to live on in social media and beyond.

Swing Analysis

At the more intimate “Swing Analysis” session, card members met with a pro instructor, and then showed off their improved swing for a one-of-a-kind portrait session. Stroboscopic lighting and high-speed photography captured the path of their swings, appearing as trails of lights thanks to a custom-built LED racquet.


  • Largest ever Amex Fan Experience, attracting more than 14,000 participants.
  • 100% attendance.
  • 600% social media increase compared to previous year.
  • Ex Awards - Best Use of Technology - Gold.
  • Featured in Experiential Marketing by Kerry Smith and Dan Hanover


Red Paper Heart


  • Experience Mapping
  • Prototyping & Validation
  • Technical Strategy
  • 3D Animation
  • 3D Design
  • Art Direction
  • Motion Design
  • Sound Design
  • UI/UX Design
  • Visual Design
  • Back-end Development
  • Functional Prototyping
  • Systems Architecture
  • Quality Assurance
  • Staff Training & Support
  • Custom Hardware
  • Hardware Specification
  • Immersive Environment
  • Installation Prototyping
  • Interactive Environment