In 2015, Serena Williams was on a personal winning streak. The US Open in New York was her chance to reach a number of career milestones:
She would have become the 3rd female tennis player in history to win 22 consecutive titles since Steffi Graf in 1988.
She would have completed a calendar year Grand Slam, and in doing so, join an elite group of five singles players to ever accomplish such a feat.
She would have won five consecutive major tournaments.
Our brief was to create a two-page print ad that celebrated Serena's career and win. Unfortunately, she didn't win. So this never went live.
The copy:
THEY SAY WHAT GOES UP, MUST COME DOWN.
WHEN YOU'RE THE WORLD'S NUMBER ONE
THE JOB IS DONE.
22 TITLES.
1 CALENDAR GRAND SLAM.
5 MAJORS IN A ROW.
SERENA WILLIAMS RESPECTFULLY DISAGREES.