Boston, Mass. – Artist-owned and -operated bi-coastal effects boutique Brickyard VFX recently contributed VFX to the 2010 ad campaign for Titleist via ad agency Arnold. The multi-spot campaign was directed by @radical.media's Greg Kohs and began breaking before the New Year, with the last spot, "Yardage Book," breaking on Jan. 30.
Promoting Titleist's acclaimed golf balls, the campaign delivers customer testimonials from both pro and casual golfers that instill trust in the Titleist brand. "Leadership TV" is comprised of spots like "Moment," in which international PGA stars like Padraig Harrington, Geoff Ogilvy and Steve Stricker, are seen on the green proclaiming their reliance on Titleist products for everything from tournament preparation to the "defining moment" of the game.
Brickyard contributed a number of effects to each campaign, most notably extensive graphic work for the :30 ad "Yardage Book." For the spot Brickyard created animated overlays that bring each golfer's yardage book to life on screen. Detailed information and personal notes about the course emerge as a virtual yardage book surrounding each player, and as each golfer tees off, the floating notes disintegrate into tiny particles, fading into the distance with the Titleist ball.
"We received the actual yardage books from the courses in Chicago and St. Andrews, Scotland where the spot was filmed. We tracked all of the filmed scenes in 3D and then composited in scans of actual illustrations and golfer's notes from the books to give you a visualization of what the golfer is thinking as he's approaching his next swing," said Geoff McAuliffe, Brickyard VFX partner and lead 2D artist on this spot. "The director and ad creative team were great to work with from supervising on set through to final execution."
The team also created all product end tags for the campaign, with a tabletop shoot using Brickyard's RED One camera. They then enhanced the product shots in Flame by animating the foil holograms. Additionally, Brickyard completed extensive compositing work for the campaigns, including sky replacements, golf course cleanup and the 3D Titleist logos that appear in all of the ads.
CREDITS
CLIENT: Titleist
AGENCY: Arnold
EVP Creative Director/Copywriter: John Petruney
VP Creative Director / Art Director: Steve Pratt
Agency Producer: Michael Lawson
PRODUCTION COMPANY: @radical.media
Director: Greg Kohs
Line Producer: Steve Fredriksz
EDITORIAL: The Whitehouse
Editor: Marc Langley
POST PRODUCTION / VFX: Brickyard VFX
VFX Producer: Amy Appleton
Lead VFX Artist, "Yardage Book": Geoff McAuliffe
Lead VFX Artist, All other spots in campaign: Dave Waller
VFX Artist: Jimi Simmons
VFX Artist: Sean McLean
VFX Artist: Peter Bullis
VFX Artist: Robin Hobart
VFX Artist: Gina Downing
Jr VFX Artist: Henrique Ghersi
PRODUCT SHOOT
DP: Dave Waller
Camera Operator: Henrique Ghersi
RECORD/MIX
Audio Co.: Soundtrack Boston
Audio Engineer: Mike Secher