PROJECT 001
CALLAWAY Motion Graphics
Each year in preparation for the upcoming tour season our marketing team is tasked with the question of "how do we stand out from the rest?". To answer that, we combined all of our in-house creative forces and set out to capture content in a completely new way that would disrupt how golf companies traditionally celebrate their athletes. We drew inspiration from collegiate sports where we had seen a trend of major schools using digital screen backdrops as a dynamic canvas for their production.
I was tasked with bringing this idea to life, and to do so I had the opportunity to design and animate the screens as well as art direct the production. Typically our time with the athletes is limited, so we needed to capture content for our 3 main product lines (Paradym, Chrome Soft, and Odyssey) as well as an overarching 'Team Callaway' campaign. To do this, we created animated loops to run on both the back wall as well as the LED floor of the studio and would rotate through various sequences with each athlete. The result - a highly elevated, dynamic, and overall just fun campaign that was used on the Callaway website, social media channels, retail outlets, and utilized in advertising.
001. PARADYM
Paradym was a major club family launch for us, so we wanted to make sure we nailed it. The resulting assets did just that as you can see below in some example images and video edits where we captured various actions and poses from our athletes and ambassadors.
Example of a final video edit for Paradym featuring Jon Rahm, Xander Schauffele, Jeeno Thitikul, Roger Steele, and more:
002. CHROME SOFT
Golf balls presented a unique challenge of how to incorporate them into a shoot like this - luckily we were fortunate to work with talent who weren't afraid to push the envelope and have a little fun with it. Turns out there are quite a few jugglers on Team Callaway!
The final cuts of these came out better than I could have wished - check out the below edit specifically of Jon Rahm as an example.
003. Odyssey Putters
Showing off putters turned out to be one of the most fun explorations as we had athletes putting on top of the LED floor, celebrating with epic fist pumps, or staring down the camera to mimic the intensity of a tournament putt.
Check out how the #1 putter on tour was brought to life in the edit below!
004. TEAM CALLAWAY
With all the product focused assets out of the way, we turned our attention to the 'Team Callaway' concept. To us, Team Callaway is a combination of tour professionals, influencers, and ambassadors coming together as one to represent our brand ethos. With music blasting in the background we encouraged each athlete to let loose - and they sure did.
The result? Air guitar, flexing, dancing - you name it. Check it out in the example edit below:
CREDITS
This project was a team effort and collaboration including the following people:
Graphics: Kevin Coleman & Keith White
Photography: Cliff Endsley
Production: Jeff Neubarth
