You think you know squash.
Photo Credit: LA28
This is not your Grand Daddy’s Squash
In 2028, all eyes will be on Los Angeles as it hosts the Games of the XXXIV Olympiad—particularly as it introduces one of the Olympics’ newest sports: Squash!
Squash, a sport with a global following and a rich variety of play styles, has seen a surge in popularity alongside other racquet and paddle games. Our challenge was to shift perceptions of Squash from its outdated image as an elitist sport reserved for men on country club courts. Over recent decades, Squash has evolved into a diverse, inclusive, and modern sport. Our mission was to convey the sport’s dynamic energy and widespread appeal through its leaders, athletes, and fans worldwide, demonstrating that Squash deserves a prominent place in the Olympic Games.
Chasing Gold: Committed to Victory
I was selected to spearhead the creative vision for a high-stakes presentation delivered to the LA28 Host Committee by officials from US Squash, the World Squash Federation, and the Pro Squash Association. Over an intense two-week period, our team, in collaboration with Comcast, Bowstring, and key figures from various Squash organizations and professional athletes, executed a live studio broadcast. We meticulously tailored every detail—from motion graphics and photography to video, lighting, and furniture—to ensure an exceptional and engaging presentation. The Host City committee was thoroughly impressed, noting that it stood out dramatically from the usual Zoom meetings and showcased a remarkable level of sophistication and energy.
“In squash, you find that every point, every game, and every match is a journey of its own.”