IN BRIEF
Evian came to Plural with a need and a goal; to immortalize their US Open activations on film, and to unify brand association between tennis, Francis Tiafoe, and their luxurious products. The US Open activations spanned the tournament grounds, as well as Chef Daniel Boulud’s Michelin star, self-titled restaurant with bespoke menu items and a star studded guest list. Plural was there at all levels of the activation with unique content concepts and sizzle-style event capture. The videos we shot and edited drew in millions of views, tens of thousands of engagements, and paved the way for future projects and partnerships with evian.
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Sometimes quenching your thirst just doesn’t cut it; sometimes you need luxury menus, luxury locales, and the luxury of a grand-slamming champion’s company.
Fresh from the French Alps, evian faced a stateside conundrum in New York City. Slated to host brand activations in celebration of the US Open, evian's PR agency, Hunter PR, knew this moment was critical: The activations absolutely had to align evian’s beverages with the elevated class of NYC’s fine dining scene and the heart-racing energy of pro tennis.
Plural was tasked to film the four activations, capturing the essence of evian and its celebrated brand ambassadors; Big Foe himself, tennis sensation Francis Tiafoe, and chef to the (Michelin) stars, Chef Daniel Boulud. But Plural needed to do more than just record the events, we needed to capture the celebrity, stardom, and love of hydration, forging an unbreakable bond between evian, Tiafoe, and Boulud.
This wasn’t just a one-off shoot day, either; this was four distinct shoots in four distinct locations with four distinct production strategies and executions. In order to slam four consecutive aces, Plural needed to:
Our team confidently directed talent, orchestrating performances from Tiafoe and Boulud that ultimately led to a wonderfully fun and funny reel featuring the two men volleying a tennis ball across the divide between front and back of house. At the Open, our team evolved our approach to capture the beauty of evian’s packaging, and the clear satisfaction on the faces of all who partook, blending these moments with succinct editing and banging backing tracks to create a window into the experience that anybody could envy.
So just how many people witness this once in a lifetime collaboration? Well, a cool 3.6 MILLION viewed our teaser alone. But this content did not just stop at views, pulling in tens of thousands of engagements as well. For every person who saw this collaboration, we forged a clear, undeniable association between evian’s powerful hydration, the luxe life of fine dining, and the acme of tennis. In short, this viewership and engagement perfectly achieved the brand's desired goals: unifying evian's powerful hydration with luxury and elevating its social capital.
“I loved the video! It makes so much more sense now saying ‘smash it’ ‘slice it’. Thank you!! You guys put it together very fast” - Chef Daniel Boulud on Plural
“Thanks SO much for all the incredible work with our US Open program. The campaign was brought to life beautifully and the brand is so thrilled with all the content! Killed it as always… now onto the next 😊” - Khani Le, Hunter PR, on Plural’s work
Our partner could not be happier with the results of production. We took the seeds of their concepts and tended them to perfect, beautiful germination. By staying light on our feet and adapting during the shoots, we captured content and energy that was palpably real and enchantingly valuable.
Since this major moment of activation, Plural has already had several more shoots with the Hunter PR and evian teams, continuing the legacy of sporting, culinary excellence, celebration, and, of course, hydration.
Spencer Brownstein is a Content Strategist at Plural, leading partnerships ranging from medical nonprofits to cannabis dispensaries. He is a Korean-American Jew hailing from Brooklyn, New York. He studied Creative Writing at Macalester College in St. Paul, Minnesota under the tutelage of Man Booker Prize winner Marlon James. His short lyrical fantasy, A Feast for the Fairy King, was recently named an Honorable Mention in Kinsman Quarterly’s 2025 Iridescence Award.
