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Open up with Andre Agassi - Series 2


It’s often difficult to speak humbly about your own character, so in this second year of global tennis sponsorship work for Jacob’s Creek, Steve took the family and friends approach. By introducing Andre Agassi’s brother Phil and mentor/coach/friend/buddy Gil Reyes, he opened up new stories about their brand ambassador and added a level of premiumness into the Jacob’s Creek brand.


In Australia alone, a country of 23 million people, the films reached 6 million people nationally.


The film series then rolled out globally across TV, digital, print, event and PR during the Australian Open, Wimbledon, the US Open and 16 other markets, it won awards and sold wine.


And Jacob’s Creek rose to the #1 position in wine sales again.


The quality of the film series enabled a unique contra-for-content partnership with Channel 7 and $5.6m in media.


All for free.


Here is a selection of the 14 films Steve directed.

Open for business.

Andre Agassi and his brother Phillip remember their very first and very awkward, sponsorship deal with a very famous sporting apparel manufacturer

Open secret.

The night before the French Open, Andre Agassi's wig falls apart leaving his brother Phillip to run around the streets of Paris looking for bobby pins. This story reflects a side of Andre's character not everyone knows and also demonstrates the loyalty and support you can only receive from those closest to you.

Open case.

Andre Agassi and his trainer Gil Reyes talk about their very special relationship and how it all began. From the moment they shared each other's goals, these two men stayed true to who they were in helping each other achieve so much.

Open love.

The heartfelt story of the support Andre Agassi gave his surrogate father and trainer, Gil Reyes in a time of need. An act that takes true character.

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