Itaú Unibanco

Serves of the Future



Brazilian tennis player from Vila Kadi, Porto Alegre, served the first ceremonial serve at the Miami Open, initiating a new tradition in the tournament

The initiative by Itaú Unibanco celebrates its 17-year partnership with the tournament; the chosen athlete is Rafael Padilha, a talent from the Rede Tênis Brasil project supported by the bank, who was in Miami to serve the first ball

In the centenary year of Itaú Unibanco, the 17-year partnership with the Miami Open is celebrated with the renewal of the contract until 2028. To mark the occasion in style, the bank launched a new tradition at the tournament, which was carried out for the first time in tennis history and will continue for future editions of the Miami Open: the ceremonial serve, named "Serves of the Future." The individual chosen to perform this milestone was the young tennis player Rafael Padilha, an athlete from the Rede Tênis Brasil social project, an initiative supported by the bank. The first serve took place during the Miami Open at the Hard Rock Stadium, home of the Miami Dolphins.

Hailing from Vila Kadi, Porto Alegre, Padilha is 18 years old and began his tennis journey at the age of nine. His first contact with the sport occurred through the Rede Tênis Brasil project. The eldest of eight siblings, the athlete is now preparing to earn a scholarship at American universities, a goal that will be achieved through sports and the educational encouragement reinforced by the social project.

In 2023, also through the Rede Tênis Brasil, Padilha visited the backstage and trained on the courts of the Miami Open, having the opportunity to meet his main idols - including Carlos Alcaraz, current world number 2 and protagonist of the Itaú Personnalité campaign; and Brazilians Bia Haddad Maia, sponsored by the bank since 2022, and Thiago Andrade. In this year's edition, the young player not only took part in the historic moment of the tournament but also had the chance to exchange shots with another idol: Ronaldo (former football player and number 9 jersey).

And to immortalize the "Serve of the Future," the action created and orchestrated in partnership with the agency, also includes a 60-second film that can be viewed here and on the official profiles of Itaú Unibanco.

"We believe that sports have the power to transform people's lives, which is why this is such a strong pillar of action at Itaú. Our support ranges from projects that use sports as a means of developing Brazilian children and youth to those focused on high performance, such as the Miami Open. Among the supported social actions, we have Rede Tênis Brasil, Bola Dentro, Instituto Guga Kuerten, and Tênis para Todos Paraisópolis. We are proud to also be alongside the talented Brazilian tennis player Bia Haddad Maia since 2023, demonstrating our commitment to contribute to the growth of the category in the country and promote the development of young athletes," says Eduardo Tracanella, Marketing Director of Itaú Unibanco.

This professional campaign titled 'Serves of the Future' was published in Brazil in April, 2024. It was created for the brand: Itaú Unibanco, by ad agency: This Film medium campaign is related to the Sports industry and contains 4 media assets. It was submitted about 2 months ago by President: Valerie Silverman Kerr of VSK Public Relations, LLC.


Title: Serves of the Future

Client: Itaú Unibanco

Product: Institutional

Campaign: Miami Open


CCO: Rafael Urenha

Executive Creative Direction: Phil Daijó and Rodrigo Marangoni

Creative Direction: Caio Milanesi

ACDs: Gabriel Braga and João Freire

Creation: João Capusso, Victor Capato, Cristal Crocker, and Gabriel Rosatti

Account Management: Ana Coutinho, Denise Vieira, Luis Velloso, Nathalia Chaves, and Gabriela Oyas

Client Approval: Eduardo Tracanella, Thaiza Akemi, Leonardo Juhasz, and Camile Liguori

Media: Paulo Ilha, Sofia Raucci, Eric Zanelli, Ana Carvalho, Rafael Aguirra, and Gabriel Codina

Strategy: Juliana Romano, Nathalia Imamura, and Gabriella Unger

PR: Patricia Capuchinho, Mariana Novaes, and Fernanda Gil

Influence: Karen Bartels and Thiago Almeida

Data and Technology: Marcelo Azevedo, Patricia Garcia, and Yuri Rebello

Integrated Production: Ducha Lopes, Fábio Truci, Nauê Moura, Matheus Thiago, and Victória Santos

Image Production: Sugar Cane

Direction: Diego Locatelli

Account Management: Bruna Nogueira

Executive Producer: Igor Selingarde

Producer: Murilo Paiva

Local Producer: Ruben Nago

Camera 1: Hugo Takemoto

Camera 2: Ricardo Vilela

Still Photographer: Gabo Bucheli

Support Takes: Ruben Nago

Costume Designer: Aradon (Marina Araújo and Jaque Cimadon)

Props: Rafa Santana

Driver: Fran Otero

Post-production Coordination: Marcela Antunes

Editing: Andres Cifuentes, Diego Locatelli, and Ricardo Vilela

Color: Hugo Takemoto

Motion Graphics: Henrique Trendo

Finisher: Olavo Ribeiro

Audio Production: Evil Twin Music

Creative and Music Production Direction: Peter Sauces, Andre Faria, and Murilo Faria

Music Production: Luiz Ortega and Peter Sauces

Account/Coordination: Juliana Tangary, Thais Becker, Manoella Coelho da Fonseca, and Letícia Brito

Mixing and Finishing: Rafael Vieira, Gustavo Boselli, Andre d'Ávila, and Paulo Ribeiro

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