AIM // Campaign Concept Creation

This is an awareness campaign with the goal of masterfully and artistically communicating the message that Titleist’s Alignment Integrated Markings (A.I.M.) elevate the Pro V1, Pro V1x, AVX, and Toursoft (AIM 360) golf balls by offering a performance-focused feature that improves alignment, accuracy, and putting consistency.

The AIM campaign clearly and effectively communicates to dedicated golfers that AIM performance alignment, enhanced alignment and AIM 360 are all rooted in performance to help every player shoot their lowest scores.

The Concept: Kosmos

Meticulously designed by proven industry leading experts at Titleist to meet and exceed the expectations of serious golfers. This campaign will illustrate the fusion of innovation and design inspired by the Cosmos. In ancient Greek culture, "kosmos" was used to describe the universe's order, arrangement and harmony, reflecting the appreciation for balance and beauty. In the case of Earth, the axis is tilted towards the ecliptic of the Sun at approximately 23.44°. It is perfectly positioned to allow for 4 seasons and if it changed in either direction would lead to prolonged heat or cold making the planet unsustainable. Designed with purpose.

AIM technology is more than a marking on a golf ball, it’s a true performance advantage with precise lines designed with a purpose; to help every player be more precise and shoot their lowest scores.

Production Approach

AIM // Dynamically Bringing Design Elements to Life | Design is Everything

We thoroughly study your product from CAD models, rebuild the models to meet cinematic standards, incorporate our macro photography and ensure all colors, textures, reflections and other unique properties are accurately rendered to the highest level possible. Once the foundational elements are in place, we are able to build a design language that conveys the internal and external goals of the brand and more importantly inspires golfers through aspirational imagery. 

AIM // World Building 

During this phase our team investigates potential shapes, structures, lighting, contrast ratios, and textures that can be turned into worlds highlighting key stages in inspirational product development. The purpose isn’t a “how to” of how the product is made or constructed, rather an artistic rendition that elevates the perception of the product line and physiological reinforcement of the excellence behind its inception by the team at Titleist.

AIM // “In-space” to “On-course”  Fusion Of Live Action & VFX

The challenge of moving between the conceptual CG world and the beautifully captured cinematography and photography of the production team can make or break the flow of the narrative process. Our team has been exploring the blocking of shots for the DP and photographer and working towards a “ground up” approach, shooting prone on the green, having a “dirty” gently out of focus foreground, looking up to the athlete mid frame and leaving a large portion of sky featured. Utilizing this framing it opens the composition to the linear pulse of AIM lines entering and leaving frame, infusing the Pro V1, Pro V1x, AVX and Toursoft with energy as it transfers from In-space  to On-Course allowing the golfer to improve alignment, accuracy, and putting consistency.  The framing also allows for animated copy, logo placement, product feature call outs, and other elements that can be recreated for both motion and still campaigns. We will be utilizing Houdini software, the standard in feature film CG / VFX work, executing countless simulations using fluid dynamics– combined with some old fashioned blood, sweat and tears poured out to arrive at the finish line yielding stunning results.

Dynamic Library Assets

The many Assets that we create at a high resolution large scale format lend to a future proof library archive consisting of: Catalogue, Motion, Broadcast, Print, Social, Website, Dynamic Web Scrolls, etc. We deliver various versions of each asset, dirty with copy baked in, clean versions that can be used for product only or language translations for global market, 16:9, 9:16, 8K Stills and other agreed upon assets.

SYMMETRY INSPIRED DESIGN / Look Dev Inspiration

Highly Art Directed and Choreographed Photography & Footage // Lighting // Texture // Motion

Inspired by nature and the designs hidden with plain sight we drew a page from Buckminster Fuller, the systems theorist and inventor who realized the solutions to mankind's problems were in front of us if we could seek them out. The Geodesic dome, based on carbon molecules  is one of the many inventions he drew from the natural world and exhibits many similarities to the quadrilateral dipyramid catenary dimple featured on Titleist Balls (AVX).

AIM LOGO // IN MOTION

3D Animated Logo Movement | Alignment Focused
Order, Harmony, Symmetry, Alignment
Original Sonic Branding for Sonic ID and audible brand recognition to client base

LOGO LOOK DEV // BEHIND THE CURTAINS

3D Animated Logo Movement Exploration  | Cosmos Focused
Order, Harmony, Symmetry, Alignment

TEXTURES // The world inside the AIM logo // Look Dev Inspiration

BALL SURFACE ORGINS // Look Dev Inspiration

Surface Creation Exploration  | Dimple Origin 
Inspired by Chemical / Formulaic / Engineering with High Reflectivity & Moderate Entropy

Fusion Of Live Action & VFX // Look Dev

The challenge of moving between the conceptual CG world and the beautifully captured cinematography and photography of the production team can make or break the flow of the narrative process.

Our team has been exploring the blocking of shots for the DP and photographer and working towards a “ground up” approach, shooting prone on the green, having a “dirty” gently out of focus foreground, looking up to the athlete mid frame and leaving a large portion of sky featured. Utilizing this framing it opens the composition to the linear pulse of AIM lines entering and leaving frame, infusing the Pro V1, Pro V1x, AVX and Toursoft with energy as it transfers from In-space  to On-Course allowing the golfer to improve alignment, accuracy, and putting consistency.  The framing also allows for animated copy, logo placement, product feature call outs, and other elements that can be recreated for both motion and still campaigns. We will be utilizing Houdini software, the standard in feature film CG / VFX work, executing countless simulations using fluid dynamics– combined with some old fashioned blood, sweat and tears poured out to arrive at the finish line yielding stunning results.

TOUR SOFT // In-space to On-course // Look Dev

Photo @ Zachary Scheffer

PRO V1 // In-space to On-course // Look Dev

Photo @ Zachary Scheffer

AVX // In-space to On-course // Look Dev

Photo @ Zachary Scheffer

AIM 360 LOGO 3D // Dev

Elevating the Brand by Adding Dimensionality, Lighting, Reflections, and Glow

THE IMPORTANCE OF SOUND

  • Music

    The Music is essential to the full experience and like the picture we carefully consider it from beginning to end.

  • Sound Design

    The sound design makes every moment magical and makes for a rich and robust experience.

  • Mix

    The glue to melding the whole experience. We can provide the highest level of mix, from Surround to 5.1 to Dolby Atmos.

Sonic Branding

Sonic branding is a way to express a brand through sound, such as music, an iconic voice actor, sound design elements, brand anthems, or even a specific dialect. It’s an integral part of a brand’s identity, as it has the power to create an emotional and personal connection with customers. Custom music, sound design, and voice actors are especially important in crowded markets where it can help brands compete more effectively and increase memorability. 

Sound is strongly associated with memory and emotions because sensory processing and memory storage happen in the same part of the brain. Remember when you first heard a certain song and recall where you were, who you were with, and what it felt like whenever you hear it again? When people associate music or a specific sound with a brand, their sentiment for that brand can be triggered each time they hear it (think McDonald’s, NBC, Disney, Coca-Cola, Apple‘s startup sound). Studies have found that people react to sound 20 to 100 times faster than they do to visual stimuli. Not more important than, but adding to the overall brand identity. 

Once the brand has defined how it should sound, the development of specific sound elements (sound logo, soundscapes, music for audio-visual productions, etc.) can be planned according to budget, timeframe and the most important touchpoints.

Custom Sound

Perfect synchronization with visuals, music and sound that memorably evoke, all mixed to perfection for any deliverable needed.

Original Music Score

Take your sound somewhere you haven’t been before, by working with our in house film composer to craft your brands musical expression. With your guidance, we select instruments that resonate with your brands identity, sculpting the soundscape, and composing a piece that’s unique to you. For those special pieces (broadcast commercials, big product reveals, etc), take things to the next level by recording with live orchestra. The difference is tangible. 

Sound Design & Mix

Whether it’s custom recorded foley, sound design, or poor audio that needs to be carefully restored and mixed, our team ofaward winning sound designers, including an Emmy award winning mixer, are up for the task. Stereo, Surround, Broadcast, Web, Streaming, and Dolby Atmos functionality.  

Voiceover

Selecting, recording, and producing the right voice actor is crucial to representing brands well. We typically pitch a few different voice talents to see which resonates most with your team. Have a specific actor in mind? Let us know and we’ll try our best to see what’s possible. 

MAIN CONSIDERATIONS FOR CUSTOM MUSICAL SCORE  / SONIC BRANDING

  1. Custom music not only ensures your project has an exclusive, fitting soundtrack but also brings out a deeper level of creativity and personalization that can’t be achieved with stock music. It gives you the opportunity to have a true signature sound.

  2. Perfect Synchronization: The ability to compose music that’s tailored to the picture, avoiding awkward and sometimes jarring music edits or unfruitful repurposing of other scores. 

  3. Unique Sound & Branding: Custom music allows for a completely original sound, which helps set your project apart from the competition. Stock music is widely used, meaning your audience may have already heard it in other contexts. Custom music can be tailored to fit the specific tone, mood, and energy you want to convey, enhancing your brand identity.

  4. Full Creative Control: When working with a composer, you can have direct input into the style, instruments, and structure of the music. You’re not limited by pre-existing tracks or the constraints of stock libraries, and the music can evolve alongside your vision. This level of personalization ensures the music aligns perfectly with the message or narrative you're trying to communicate.

Services Provided

Creative Direction, Art Direction, Design Concept & Look Development 

Original ART | DESIGN | 3D ANIMATION | VFX

Licensed Custom Soundtrack, Mix and Sound Design 

All material created can be used royalty free and in perpetuity in Titleist’ Media LIbrary 

Backplates / Textures

Precise, Sharp Ultra Detailed Product Models

Delivery of 8K RAW Imagery

VFX + HUD Animated Product Feature Callouts