<a href="www.meetprecision.com.>Precision used every tool in its arsenal in producing a new global ad campaign for TaylorMade and its best-selling line of Burner clubs.
The digital production studio produced virtually every aspect of the production of eight spots, conceived by Encinitas, California agency NYCA, including conducting live action shoots at the lush Reynolds Plantation in Georgia with golf pros Dustin Johnson, Mike Weir, Sean O’Hara and Sergio Garcia, and at the TaylorMade factory in San Diego. Precision’s post team, meanwhile, contributed three months of intensive effort, carrying out graphic design, CG, color grading, compositing and editorial finishing. The spots are now airing worldwide.
In Georgia, Precision’s production team used a Phantom digital camera to capture spectacular performance of the new TaylorMade clubs in the hands of the pros in breathtaking slow motion. “Coordinating the talent was a big challenge because the schedules of the golf pros were so tight,” recalls <a href="www.meetprecision.com.>Precision executive producer Joe Arnao. “The technology, the lighting and the performances all had to be perfect—and we had only an hour or so with each athlete. Working with the Phantom added to the challenge because of the intense lighting requirements to shoot at 1000 frames per second.”
The team faced a different challenge in San Diego, where their aim was to capture the meticulous engineering process of molding, assembling and polishing new clubs while the regular routine of the factory was ongoing. “It’s a massive facility with lots of moving parts and pieces,” Arnao notes. “We had to plan the shoot very carefully as it takes days to produce some of the castings and designs featured in some of the spots.”
Post work was conducted at Precision’s Los Angeles studio. CG artists produced “hyper-real” models of the TaylorMade clubs that were then animated and overlayed with graphics, resulting in some of the most visually interesting and dynamic sequences in the campaign. “The live action footage was also treated to have a complimentary look,” says Arnao. “Everything was lit to be subtle and graphic.”
NYCA’s decision to entrust <a href="www.meetprecision.com.>Precision with both production and post production responsibilities, resulted in significant time and cost savings, according to <a href="www.meetprecision.com.>Precision Executive Producer Marie Soto. But, she added, the most important benefits were creative.
“There is a consistent creative vision that carries through from pre-production through delivery,” she says. “The advantage of our model is that it leaves more time to experiment. Our artists explored every avenue and tried different looks and directions with each aspect of the campaign. We took the time to bring out the best in the boards.”
Credits
Client: Taylormade
Agency: NYCA, Encinitas, CA. Michael Mark, creative director/CEO, Dave Huerta, VP/associated creative director; Travis Graham, associate creative director; Amy Krause, executive broadcast producer; Melissa Ziegler, business supervisor; Katy West, associate business manager.
Production: Precision, Los Angeles. Marcelo Petrella, director; Joseph Arnao, president/head of production; Marie Soto, executive producer; Matt Ackerman, producer.
Post: Precision, Los Angeles. Mike Hackett, editor; Jonathan Wallace, finishing editor.
<a href="www.meetprecision.com.>Precision Productions + Post is located at 10718 McCune Avenue, Los Angeles, CA 90034. For more information, call 310.839.4600 or visit www.meetprecision.com.
