• by Amy Corr  @MediaPostOTL, March 21, 2016

Factory Design Labs was named creative agency for HEAD Racquet Sports, based in London. The agency created social, print and broadcast work targeting teenagers and millennials. The strategy revolves around the new Graphene XT Radical racquet and how far from a traditional tennis racquet it is in aesthetic and composition. The racquet was designed for the new generation of tennis players, hence the tagline: "The Future is Radical." An international TV spot will run through the spring/summer in Japan and Europe. "For us this was not only about Radical being the future for tennis racquets, but about challenging ourselves and creating a campaign that defines the future for product launches," said Fabian Fehr, advertising director for HEAD Racquet Sports. "Together with the Factory Design Labs team, we succeeded in bringing this to life across all communication channels. We really pushed the boundaries here."