Press Release from Gravity:
New York City – Production company Gravity [1] created an all-CG :30 spot for Titleist Golf Balls, via agency Arnold, Boston. The spot broke in early March.
In the all animated “Velocity” spot, we see a Titleist Driver swing and hit a Titleist Velocity ball, which then goes sailing through the air in slow motion, a trail of orange/yellow fire emanating from its backside. As the ball continues to fly through a background of heavenly white, the orange smoke begins to spell out the words “Powered for Distance,” and then spells “To Power Your Game.” As the ball continues to fly past our eyes, we next see a brand new package of Titleist “Velocity” golf balls, as the VO announcer says, “Introducing the Titleist Velocity.”
John Petruney, Arnold EVP Group Creative Director, said, “This was a very important ball introduction for Titleist and we needed work that would really stand out in a cluttered category. More times than not, it takes a tight process to get to a powerful finished product, and that was the case on this project. We worked very closely with Gravity from start to finish, and that level of collaboration got us to a very powerful, effective spot.”
Harry Dorrington, a Gravity Creative Director and Director of the spot, said, “Our goal here was to introduce this product, Titleist’s newly designed golf ball called ‘Velocity.’ The concept behind this spot was essentially speed, and how to illustrate that visually. We studied wind tunnel simulations and dynamics and mimicked that idea in our spot in which a ‘Velocity’ ball is traveling so quickly it generates orange smoke behind it. After studying smoke simulations, we provided wisps of smoke from the ball to convey the idea that it is aero-dynamically advanced. The typography we used within the spot, as well as the orange color of the smoke, reinforces the palette of the product’s physical packaging.”
About Gravity
Gravity is an international visual effects, design and brand communications company with proven expertise in three integrated divisions: Features & Television, Commercials, and Digital. With 250 talented professionals across offices in New York, Los Angeles, Connecticut and Tel Aviv, the company is a widely renowned generator of high-end visual effects, creative content, motion graphics design, animation, branding, and digital strategy.
The company's clients include Universal Pictures, Warner Bros., DreamWorks, Sony Pictures Entertainment, HBO, Paramount Pictures, The Weinstein Company, Dimension Films, Coca-Cola, General Motors, Mercedes Benz, Verizon, Pantene, MGA Entertainment, Carlsberg, Kmart, and Braun. Gravity’s recent feature film credits include “Tower Heist,” “Crazy, Stupid, Love,” “The Adjustment Bureau,” “Arthur,” “The Other Guys,” “Salt,” “The Reader,” and “Ghost Town.” The company’s television credits include HBO’s “Bored to Death,” “The Sopranos,” and “Sex and The City.” www.gravityworld.com [1]
CREDITS
Client: Titleist
Title: “Velocity”
Agency: Arnold Boston
CCO: Peter Favat
EVP Group Creative Director: John Petruney
VP/Creative Director: Steve Pratt
Executive Producer: Mike Lawson
Head of Production: Bill Goodell
Production: Gravity NY
Design/CG: Gravity NY
CEO/Chief Creative Officer: Zviah Eldar
CMO/Executive Producer: Bob Samuel
Creative Director/Director: Harry Dorrington
Producer: Russ Dube
Head of Production: Karen Bianca Bisignano
Editor: Marc Steinberg
Production Coordinator: Kelly Benenati
Links:
[1] http://www.gravityworld.com/