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A five-panel poster grid of "New" campaign executions anchored by a center portrait of Serena Williams reading "New RULE BREAKERS.
Summary
A grid of Play New campaign posters showing the headline system in action: a tall central photographic panel of Serena Williams overprinted with "New RULE BREAKERS." flanked by four smaller color and portrait tiles.
Visual description
Five panels tile the frame edge to edge. The center is a full-height photo of Serena Williams standing in a marble interior, with the script "New" wordmark and the all-caps modifier "RULE BREAKERS." laid in green over her body and "PLAY NEW" plus a swoosh at the foot. Around it: top-left a portrait tinted lime with "New ODDBALLS."; bottom-left a green block reading "New / GENERATION."; top-right a yellow block with blue "New FREAKS." beside a portrait; bottom-right a red block with cyan "New ACTIVISM." beside another portrait. Each tile pairs a flat color field or a face with the same script-plus-caps lockup, demonstrating the system across formats.
Key takeaway
The proof-sheet layout: showing one headline system across many color and photo treatments in a single grid sells the flexibility better than any rulebook. Overprinting the wordmark directly onto the athlete portrait, rather than boxing it, makes the type feel embedded in the image.
Reuse notes
A reusable way to present a campaign's range on one slide, or to build a poster wall. Good for brand-guideline "system in use" pages and for athlete-led campaigns. Needs strong portraits and a disciplined color palette; the green type over a busy photo can dip in legibility.
From this deck: Rule Breakers poster grid with Serena Williams
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