We created an exclusive ice cream collaboration with Van Leeuwen called Match Point Mint Chip x Amex.

Meet Match Point Mint Chip: A green mint chip with a blue frosting swirl that looked as good on Instagram as it tasted on a hot New York sidewalk. We debuted it in the Amex Card Member Lounge at the US Open, then rolled it out to 23 Van Leeuwen scoop shops across New York City.

But before it hit the freezers, we took it to the streets. We built an ice cream truck pop-up and brought it to four locations across the city, the kind of spots where tennis culture was already happening: cocktail bars pouring honey deuces, the flagship Ralph Lauren store, public tennis courts. Free scoops, no ticket required.

We turned a flavor launch into a citywide moment that brought the US Open to people who never set foot in the stadium.

CD: Jordan Chlapecka
Sr. AD: Allison Maslow