Hasta La Creative!

If you like good tennis and cool murals, then the U.S. Open has an advertising campaign for you.

The tournament’s organizers are paying an artist to climb up to a billboard each day over the course of the games and piece together a painting based on the event’s notable moments and online chatter.

The first eight installments have included, for example, interpretations of Gaël Monfis’s crushing 110 miles-per-hour match winner, 15-year-old Catherine “CiCi” Bellis’s on-court antics and Roger Federer’s selfie with Michael Jordan.

Each day’s addition is live-streamed on Facebook and later recapped in a YouTube clip. The painter, Josh Cochran, whose previous credentials include some spectacular Grammy-nominated album art for Ben Kweller, features heavily in the videos.

Agency DDB New York created the campaign, titled “Story of the Open” and tied it into social media with the hashtag “#StoryoftheOPEN.”

While viewers of the billboard over New York’s Midtown Tunnel might not get the full effect without watching the videos for context, Cochran’s illustrations are spectacular, and it’s fun to see the mural take shape.