Joel Cogger

Serving up a preview of the

2019 Australian Open.

Tennis Australia


First Serve


Tennis Australia


Creative Direction

Environmental Graphics

Script + Content

Set + Stage Design


Each year Tennis Australia invites their partners, guests and VIPs to an exclusive ‘First Serve’ event for a sneak-peek at what’s to come for the Australian Open. We wanted to create an unforgettable experience that was so much more than just Powerpoints and pulled pork sliders.

In two short weeks, we transformed the Glasshouse in Melbourne’s Olympic Park into a multi-path journey—with environmental graphics, stage and set design, lighting and screen content, and a cast of actors and ambassadors—to create a unique show for guests as they arrived, setting the scene and amping anticipation.

We showcased the 2019 Australian Open hospitality offer, entertainment lineup and the festival precinct in an immersive, 360° live theatre experience—scripted, designed and directed by usplacing the audience right in the centre of the show.

Guests were transported through tunnels filled with balloons—and back in time to when they were little kids—into a candy-coloured wonderland and inflatable zoo, before unveiling the AO2019 Kids Ballpark concept in an underwater cinema. 

Finally, special guests performed a show-stopping musical number to cap off the night and set the stage for an incredible 2019 Aus Open.

This experience was created with the incredible team at Neonormal