KEDRON provided Global Campaign Creation Services:
Art Direction / Creative Direction / Design / Print / Motion / 3D / Animation / VFX that served the entire campaign: Broadcast, Catalog, Website, Social Media, Trade-show and Product Branding.
GT “Generational Technology”, A New Class of Drivers
GLOBAL CAMPAIGN CREATION
Partnering alongside Wolvvs, led by Director Curt Morgan and his exceptional team, who produced the above GT Launch film.
We began what turned into almost 100 days of non-stop asset creation.
“When evolution demands a leap, you take it”
— Steve Pelisek // President Titleist Golf Clubs
We’ve never had a commission begin with “Gentleman, we are going to battle.” Those words were the opening of our kick off call with Titleist Brand Creative Director Matt Beauchesne, as he addressed our team and told us about the highly anticipated GT “Generational Technology”, made up of a new class of drivers featuring groundbreaking materials, never used before in clubs to create a transformative shift in performance.
The GT Drivers series represents the biggest material and technological leap ever in Titleist driver design. This was the first time we knew things had forever changed in the industry and the work we were responsible for had to live up to the revolutionary new standard they had been developing. It was going to take months of our teams fullest commitment to reflecting excellence in creating art that lived up to the highest standards.
By closely studying the GT line of products we created worlds based on features and designs that pertained to each club. No detail could be overlooked. We rebuilt each model to flawless standards that would allow for ultra realistic results. Each world showcases details at the molecular level that would never be visible to the human eye but reflected the innovative advancements of the new materials and engineering.
Seamless Thermoform Crown // A New Material Is Born
”An ultra-lightweight design – born from a Proprietary Matrix Polymer – that allowed Titleist engineers to realize new material gains while maintaining their signature sound and feel.” –Titleist
VFX // Process
This is the most advanced and recognized feature of the Titleist GT launch. It definitely put some healthy pressure on our creative team. The concept of ‘A New Material is Born’ led us to this black pool reveal. We took creative liberty to demonstrate what this groundbreaking polymer material would look like in a world of its own. How it would birth what would become a sleek finished crown object. We tackled this sequence of shots using Houdini software, executing countless simulations using fluid dynamics– a lot of blood, sweat and tears poured out to arrive at the finish line. The result, a unique artistic expression indeed.
Next Gen Aerodynamics
VFX // Process
We pushed the boundaries conceptually as we explored an abstract world of aerodynamics. We kept the club mysterious, as if it was a black planet or rock, somewhat inspired by the planet Saturn, where rings and small matter live together in space. The execution of the design was done in Houdini and composited in After Effects and Resolve.
Split Mass Construction
”Discretionary mass freed up by the Seamless Thermoform Crown is pushed both forward and back to optimize the distance dynamics of speed, launch angle, and spin to the specific player needs for each GT model.” –Titleist
VFX // Process
Our focus with ‘Split Mass Construction’ was to best demonstrate how the discretionary mass was distributed in an appealing fashion, while staying true to the material. We created a living matter within the distributed gold material, which helped suggest a constant motion and life to the scene. Gold Dust matter played its part throughout the entire project. The execution of the design was done in Houdini and composited in After Effects and Resolve.
SPEED RING // VFT
”Two technologies unite in GT’s amazingly fast face. An upgraded Speed Ring stabilizes the perimeter to focus maximum speed on-center, while the Variable Face Thickness (VFT) maintains speed across the rest of the face.” –Titleist
VFX // Process
In a compelling fashion we created visuals for invisible properties of physics, i.e. the speed on-center and the VFT (hotspot on the face). The execution of the design was done in Houdini and composited in After Effects and Resolve.
Building Worlds Inspired by the GT clubs
At a molecular level we explored macro levels of material inspired by the architecture of the product itself. To travel from one moment to another we created 3D worlds based off of patterns found on the club, i.e. face in this example. These lines and diamond shapes are inspired by the face and curves on the clubs. The designs that make up the clubs emit dust to give more life. the lines lead us to the face and can build it too. The diamond pattern engraves the face as a build or simply inspires motion on entry or exit.
Macro Worlds
Enhancing Every Feature
VFX // Process
We constantly challenge our team to discover the hidden details. When we first get a new product in hand we do a macro shoot, which really sets the stage, helping us see all the potential. We have found there is a story to be told within everything we observe, but you have to look closer and think outside the box. For this GT macro photography we first concentrated on framing up epic moments, both abstract and feature driven, then moved a camera from A to B. This helped us to best describe the moment by highlighting the action. The red within the design screamed out to us. In effort to bring to life each scene we played up the red accent color, which really distinguished each GT club. The execution of the design was done in C4D Redshift and composited in After Effects and Resolve.
GT Logo
Speed and Intricacy
Logo // Process
When we first received the GT logo in its simple flat vector form it screamed speed with a touch of elegance. The actual texture of the GT on the club-head has a gold flake outline with a silver flake fill. We took creative liberty to suggest the life of the flakes.This is where the concept of diamond dust really took shape. As we explored variations of the logo, everything from diamond dust to brushed metal, it always came back to gold and just the right amount of grit– not too much or too little. The execution of the design was done in C4D Redshift and composited in After Effects and Resolve.
GT Typography
Creating Continuity
Typography // Process
Gothic Book was the inspiration for this campaign. Finding the right amount of kerning between letters, the perfect sheen and the size based on composition and amount of words was our focus. As we carefully developed each macro world, as seen above we always considered the messaging and how it would be integrated into the composition. It was not an afterthought, but instead a major actor in every scene. We adjusted visuals constantly through the process to create a harmonious experience throughout the full body of work. We wanted the type to feel fully integrated and alive. The execution of the design was done in C4D Redshift and composited in After Effects and Resolve.
Club Face
Exploring in the Macro
VFX // Process
We carefully created the cavities of the club face as they pertained to the club. Using creative liberties we brought to life the material matter on the edges and inside the cavities to give the world life– demonstrating a constant flow of energy and mass. The execution of the design was done in Houdini and composited in After Effects and Resolve.
To execute the vision a team of highly skilled artists worked across a variety of software programs that are the gold standard for commercial filmmaking: Cinema4D, Houdini, Studio Max, DaVinci Resolve, Fusion, and After Effects. We developed a pipeline, which created efficiency and yielded stunning results for our client, surpassing their expectations.
To view the published content on Titleist website:
https://www.titleist.com/gt-metals