Nadal was playing the final match of his professional career and, as a tribute to his entire journey, we captured his final point, which also became the full stop that closed our idea.
In Spanish, “punto final” means both the last point in a match and the punctuation mark that ends a sentence. We used the ball from his final point as a visual metaphor to literally put a full stop at the end of the phrase: “This is the final point, but the legacy lasts forever.”
An image captured in real time, shared on social media the very same day, and published the following morning in the country’s leading national newspapers.
Alongside this, we created an immersive experience where audiences could relive and celebrate his legacy.
Creative Art Director
TBWA/Spain 2024