Coming off of the success of the first year of M, TaylorMade looked to us to help convey the new innovations across the 2017 equipment line. From radical geometry to create larger sweet spots in 'Technically Legal' to the overhauled product features, we explored ways to show how in 2017, M was the 'Same Letter. Better Everything.'
ROLE: CREATIVE CONCEPT & ART DIRECTION
Highlighting the overall innovations to the 2017 product line, we created a series of :15 videos for digital and broadcast.
We were inspired by automotive photography and worked to create imagery that conveyed style + innovation throughout the 2017 product line. We also used animated gifs to bring our imagery to life across social channels.