HERO designed and delivered a social‑first PR campaign that transformed Crown venues into live stages for surprise encounters between guests and the world’s biggest tennis players.

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The work was built to move at speed. Capture fast. Publish natively. Seed culturally. Amplify through PR momentum rather than paid weight.

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At the centre was World No. 1 Carlos Alcaraz, unexpectedly greeting guests as a Crown Doorman. From there, a wider cast of global tennis stars activated across Crown’s restaurants, bars and entertainment spaces, each moment designed to feel spontaneous, playful and unmistakably shareable.

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As part of the case study, I created and edited the case film and designed the award board.