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CZAR Film has produced Keep it alive, the new global campaign for HEAD Tennis spanning the ATP Clay Court season in Madrid, Rome and Paris.
The campaign was developed and directed by André Aimaq, continuing a creative partnership between CZAR and Aimaq that previously brought the HEAD Tennis x New York Mets collaboration to screens during the US Open.
The campaign is built around a single connecting rule: if the ball touches the ground you lose. That rule drives a narrative that unfolds across three cities and three tournaments, linking Madrid, Rome and Paris into one continuous cinematic journey.
The campaign launched with a teaser featuring Marat Safin, former world number one and now part of Andrey Rublev’s coaching staff, whose opening shot sets the story in motion. The Madrid episode, releasing alongside the Mutua Madrid Open, features Safin alongside rising Spanish talent Rafael Jódar, with appearances by Jannik Sinner and young player Ivan Ivanov. Madrid becomes the backdrop for a fast paced urban chase sequence, turning the city into a cinematic playing field.
The story will continue in Rome at the Italian Open, where Sinner steps into the lead role, before the final chapter lands in Paris at Roland Garros, bringing the season arc to its conclusion with a cast that includes Alexander Zverev.
Credits
View on- Agency &AIMAQ Creative Studios
- Production Company CZAR Germany
- Director Andre Aimaq
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Credits
View on- Agency &AIMAQ Creative Studios
- Production Company CZAR Germany
- Director Andre Aimaq
- Talent Jannik Sinner
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency &AIMAQ Creative Studios
- Production Company CZAR Germany
- Director Andre Aimaq
- Talent Jannik Sinner
For CZAR, the project presented a production challenge as distinctive as the creative brief: staging high energy action sequences across three of Europe’s most prominent tournament cities, with professional athletes whose schedules are entirely dictated by live competition. The episodic structure demanded a production approach that was both tightly controlled and flexible enough to respond to the rhythms of the tour.
The collaboration between CZAR and &AIMAQ Creative Studios reflects a shared interest in cinematic storytelling for sport brands, where the production ambition matches the creative concept rather than simply serving it.
Keep it alive is rolling out now, with the Madrid episode live and the Rome and Paris chapters to follow across the season.
