Imagine finding a magical portal in the trunk of your car to an endless warehouse filled golf equipment. Or have a portal to the unlimited warehouse even in your golf bag and the back of your locker at the golf club. This world of instant access is featured in a campaign of three-spot television created by T2 + Back Alley Films for The Golf Warehouse.
One of the original internet retailers, The Golf Warehouse approach T2 + Back Alley Films to create a television campaign which would highlight the benefits of shoppers online instead of golf traditional brick and mortar stores. Generally, most commercial work undertaken by T2 + Back Alley involves concepts created by advertising agencies, but the opportunity to be invited "upstream" in the creative process was too attractive to pass, according to the Creative Director Pete Meyer.
"It is rare to get the chance to write an entire campaign, and then run it through production and post," said Meyer. "It helped that the client was on the same page throughout the process of creative development and our approach has been a pleasant match to their."
The T2 + Back Alley creative team, with its internal strategy and insights group, began the concept of the campaign starting with the premise that a retailer online as The Golf Warehouse has some advantages (width of the selection, access 24 hours a day) on bricks and mortar competitors. This premise has led to the idea of two friends of golf, preparing to hit the links, but one of them lack an essential piece of clothing or equipment. Yet, apparently being prepared at golf not is not a problem, because he discovered a direct portal to the golf warehouse, which he can access at any time for transactions for hundreds of brands of golf.
The players have been driven out of Chicago with Chris Amos pulling on a deadpan character, irrelevance as the golfer with the magic Portal. David Lowenthal plays his golf buddy in disbelief confuse the impossible is in front of his eyes.
The three spots have been made by the Director of the Back Alley Films Pete Meyer and shot on the Red camera by DP, Andy Romero. They were filmed over two days, first in a country club South of Kansas City for the scenes of golf club and then, for the scenes at the other end of the magical portal, in a warehouse in Kansas City. Simple green screen was used to create the effect of portal and shots have been trained by artist Jen Paine smoke T2. The animation of the warehouse at the end of the spot was created in 3D using Maya and together in After Effects, by the team of design and animation of the motion of T2.
As a creative, T2 + Back Alley Films service provider works in direct partnership with The Golf Warehouse on the objectives of the campaign and in a transparent manner by adopting a streamlined approach to the concept through the production and delivery via selected and purchased media channels.
T2 + Back Alley Films is a full service creation engine with a focus on innovation, collaboration and effective enforcement designed to maximize the creative potential across multiple platforms. With the energy of a company of independent cinema, the experience of an established post House and the vision of a creation, boutique, we create engaging experiences, environments, communications and digital interactions that transform and strengthen the relationship between the organizations, brands and people.
For more information, visit http://www.t2.tv or call 816-471-6554.
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