Creative Showcase

"See Square," "Tour Dominance," "Tank" & "One" / Nike Golf

Submitted By Roger Darnell

Description

Beginning in January, broadcasts of major golf events have featured a pair of :15 teaser spots for Nike Golf: One shows a golf course with square tee-boxes, shrubbery, and square ripple-emitting lily pads, and the second begins with a tight angle on one square bunker, then pulls out to reveal four similar bunkers surrounding a square green. Both spots feature a ponderous score of simple notes resonating from a piano, and end with title cards reading "See square on February 3." Over this past weekend, during NBC's coverage of the FBR Open, the payoff to the teaser campaign finally arrived: In a :30 version of the spot entitled "See Square," viewers see even more footage of square golf course features, before the new Nike SQ Sumo2 driver is revealed. Frankham, director of photography Max Malkin, and A52's artists also contributed their talents to "Tour Dominance," a stylized black-and-white tour de force, in which Nike Golf's famous Tour Staff players are artistically shown using the products that led to 16 PGA TOUR victories last year.

Objective

The campaign promotes new clubs (SUMO "square" drivers), balls and footwear from Nike Golf, while showcasing the brand, its latest innovative equipment, and the players who use the gear to dominate PGA TOUR events around the world.

Technical Challenge

This campaign is the latest to benefit from the talents of A52's project visual effects supervisor Raul Ortego, who joined the company last March. Over the past twelve months, Ortego has added his unique VFX artistry to national TV spots for UPS via The Martin Agency and Acura for RPA, both with MJZ director Phil Joanou, for Kenmore via Y&R Chicago with MJZ director Victor Garcia, and for Helio via Deutsch/LA with director Jared Hess – as well as the successful launch promo campaign for SCI FI Channel's Eureka, which was directed by MJZ's Steven Diller. "For this spot," Ortego explained, "Brandon Jolley, Helen Maier and Max Ulichney actually created incredibly detailed matte paintings, where they enhanced the grass and sand in every shot. We then composited in trees and bushes from reference photos." Ortego also explained that A52's Kirk Shintani used Maya to create the square water ripples as CGI elements, which were then composited into the scene with the lily pads to complete the vision of a square world crafted under the direction of Smuggler's David Frankham.

Regarding "Tour Dominance," said Sarah Haynes, A52's project producer, explained, "The footage for this spot was shot with a special film stock to render black-and-white images with minimal grey tones. Raul worked very closely with Rock Paper Scissors' Chan Hatcher to create interesting transitions and fluid movements that build the spot to a crescendo."

Other campaign spots include "Tank," which stars Tiger Woods and showcases the Power Platform technology behind the new Nike Golf shoe, and "One," which introduces the reengineered Nike One ball. Each campaign spot features custom end-tags created by A52's artists.

"See Square," "Tour Dominance," "Tank" & "One"

http://www.darnellworks.com...

Client

Nike Golf

Industry

Sporting Goods, Sports Apparel and Shoes

Agency

Wieden+Kennedy, Portland
http://www.wk.com

Media

Television

Credits

Agency Producer

Jeff Selis

Art Director

Ken Meyer

Creative Director

Hal Curtis

Designer

Raul Ortego, A52

Director

David Frankham, Smuggler

Editor

Chan Hatcher, Rock Paper Scissors

Illustrator

Brandon Jolley, Helen Maier, Max Ulichney, Paulo de Almada, Kirk Shintani - A52

Music & Sound

Gus Koven, Stimmung

Photographer

Max Malkin

Producer

Brian Carmody, John Bick - Smuggler

Production Company

Smuggler

Writer

Tatum Shaw

Views

408

 

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