English-French director, writer and photographer Tom Emmerson has joined Serial Pictures for commercial, branded entertainment and music video representation in the US. Known for his bold, visual aesthetic and off-the-wall humor, Emmerson has worked on campaigns for Adidas Originals, House of Errors and Hermes, and his latest, released this week, is a quirky, clever twist for New Balance’s T500 campaign starring Real Madrid phenomenon Endrick and multi-platinum rapper Jack Harlow, which Emmerson wrote and directed.

The film, which is part of the brand’s larger “Quiet Please” campaign, opens on a high-stakes tennis match, yet this is no ordinary game. One player is armed with a racket, but his opponent is none other than Brazilian football sensation Endrick, playing an unexpected match of foot tennis. In a surreal twist, the heated match is revealed to all be contained within a New Balance shoebox. Meanwhile, a life-sized Endrick watches on with his real-life partner, model Gabriely Miranda, from the comfort of an upscale country club. The match is interrupted when at the next table a boisterous Jack Harlow forgets to respect the quietude of the beautiful game of tennis.

“Tom doesn’t just tell stories,” says Serial Founder and Executive Producer Violaine Etienne, “He invents, dissects, and turns the mundane on its head, igniting each frame with humor and a style that challenges convention and grabs your attention.”

“Serial has got such an amazing roster, team and portfolio of work,” says Emmerson. “I’m really excited to see what we can do together and can’t wait to get started.”