DYNAPWR 2023 Launch
Wilson Sporting Goods Co.
DYNAPWR, the first substantial product launch I participated in after joining Wilson Golf, held immense importance for the brand. The lineup was one of the most comprehensive the company had released in over a decade, making it significant in two ways. Firstly, the Dyna-power franchise, which had initially made its debut in 1956, was revived as a club whose dominance in subsequent years propelled Wilson to the forefront of the industry. While the public perception of Wilson irons remained strong throughout the years, most of their attempts to create a tour-caliber driver that could rival the Big Five fell short. With two new drivers—Carbon and Titanium—Wilson was better positioned than ever before to shake off some of the previous misconceptions.
So, how did they perform? While the quality of the new irons fell in line with Wilson’s previous entries in the game improvement category, the combination of price and performance received high praise from YouTubers across the board for the woods lineup. MyGolfSpy even crowned DYNAPWR as the Most Wanted Fairway Wood of 2023.
wilson.com
collaborators
Marketing Tom Gruger, Alessandra Ladd
Project Manager Jake Kamenick, Molly Pike
Art Direction AJ Getz, Russell Baltes, Jonah Nolde, Jen Braier
Design Russell Baltes, Mike Marich
Copy Ben Santoriello, Sarah Robinson
Photography Drew Meredith
3D + Retouching Nic Campa
Video Mayday Productions
DYNAPWR LAUNCH VIDEO
Art Director AJ Getz did a fantastic job of crafting a visual language that beautifully encapsulated Dyna-power’s historical dominance during the 60s and beyond. The aesthetic draws inspiration from vintage videos, packaging, and advertisements, creating a retro feel that feels relevant to today.
more than power:
FAMILY VISUAL ASSETS
driven by power:
woods VISUAL ASSETS
DYNAPWR driver commercial
Building on the momentum of the 2023 launch, Art Director Jonah Nolde helped develop a hype video that was based on reactions from Wilson’s Advisory Staff and YouTube reviewers.
the legend returns:
irons VISUAL ASSETS
DYNAPWR irons featurette
early concepts
The design team had a blast pitching ideas based on historical research conducted in response to the creative brief. One idea was to showcase prominent athletes, celebrities, and historical figures who were fitted for Dynapower during its heyday.
Another idea we were determined to explore was the unique distinction of Dyna-Power being the only club ever used on the Moon. In 1971, Alan Shepard collaborated with a local golf professional to attach a Wilson Staff Dyna-Power 6-iron head to a collapsible aluminum and Teflon tool that he snuck on board with him during the Apollo 14 mission.
My initial concept (above) with Russell Baltes’ final delivery (below) for an Instagram Story that dropped during the campaign.