Carlos Alcaraz, Aryna Sabalenka, Iga Swiatek, Daniil Medvedev, Casper Ruud, and Andre Agassi went undercover as hotel staff at Crown Melbourne, surprising real guests with unforgettable experiences. What we didn’t expect was that our videos appeared on the players’ official pages and gain 12+ million views from audiences around the world!
Art Director: Katelyn Testa
Creative Director: Shane Geffen + Andrew Woodhead
The Alcaraz content alone has now surpassed 5 million views, while the broader campaign across Instagram and TikTok generated over 12 million video views and 2.5 million engagements in its first two weeks. Other activations under the Expect the Unexpected creative umbrella included Aryna Sabalenka and Paula Badosa partying at Crown, Felix Auger-Aliassime and Daniil Medvedev grilling teppanyaki at a private table at Koko and Iga ΕwiΔ tek serving as an undercover waitress at Marmont.
I acknowledge the Traditional Custodians and Elders of the Boon Wurrung and Woiwurrung (Wurundjeri) peoples of the Kulin Nation where this was made. I pay my respect to all Aboriginal and Torres Strait Islander peoples, and recognise their continued connection to land, waters, and culture. Always was, always will be.
