mia forouhari
                            creative strategist

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A Barrier That Unites   |   2025

Role: Strategy, Research
Award Nominations: AdLabbie Best Research Learning The Ask:As a client of Boston University’s AdLab, the United States Tennis Association - Eastern Region tasked our team with driving the growth of tennis in New York & New Jersey through social media content. My co-strategist and I developed a creative brief to guide our team’s work, as well as in-depth research learning through surveys and interviews to develop marketing recommendations for the USTA Eastern.

The Insight:Tennis’ reputation as a tough, exclusive sport can be  intimidating. But everyone has a different relationship with the game.

The Idea:On the court, identities fade away—what matters is how the love of the game transcends the differences between us, proving the net is the one barrier that brings people together. 

Play your game with the USTA.



Instagram Posts




Research Report




Co-Strategist: Kaylee Munster
Art: Max Eliot, Nga Truong
Copy: Kira Chick, Charlie Tuttle