Play Original Campaign
Wilson Sporting Goods Co.
This was one of the most rewarding and exciting projects of my career. Coinciding with a brand refresh at the parent level, Wilson Golf aimed to shift the industry’s general perception about the company, capitalizing on the momentum of product launches from 2024 and the upcoming DYNAPWR lineup, scheduled to debut in February the following year.
To achieve this, we began by targeting a new demographic: younger, confident ball strikers who are more brand agnostic at this stage of their playing careers. They aren’t as deeply influenced by their parents’ 90s and 00s playing styles or equipment. Playing Original was a guiding principle that emphasized the importance of being authentic and unique to oneself in order to unlock their full potential out on the course. By adopting a blue ocean strategy, we sought to create and capture new demand, establish our voice in an uncharted territory, and differentiate ourselves at a lower cost.
The brand campaign was a substantial undertaking that involved weeks of concepting, art directing, location scouting, and talent selection. The two-day shoot took place at two hidden gems just outside Chicago: Rich Harvest Farms and Chicago Highlands. In addition to developing a robust collection of images for future campaigns, our primary objective was to create a brand anthem video that would clearly define Wilson Golf’s future strategic approach.
wilson.com
collaborators
Marketing Markus McCaine, Erin Scott, Matt Compton
Project Manager Molly Pike
Art Direction Jen Braier, Mike Marich
Design Mike Marich
Copy Kevin Granato
Video Production [STADIUM]
Photography Jon Lopez
Retouching Nic Campa
VO Andy Roddick
Wilson | Play Original Brand Anthem Video,
“Time is Everything”
play original brand anthem video
& one-takes
We collaborated with [Stadium] to capture the essence of “Play Original,” and they exceeded our expectations. From the final anthem (written by Kevin Granato and narrated by Andy Roddick) to the exquisite one-takes, each shot meticulously captures the highest level of golfing skill, but from an authentic perspective.
Wilson | Play Original One-Take, “After Hours”
Wilson | Play Original One-Take, “The Tee Off”
Wilson | Play Original One-Take, “Last Light”
Wilson | Play Original One-Take, “The Arrival”
Wilson | Play Original One-Take, “Roadside”
goal #1:
visualizing “play original”
When we met with the athletes before the shoot, we shared our intention to direct it in a documentary style with minimal interruptions. This approach would enable us to more easily capture their natural selves, their approach to the game, and their interactions with each other. The director also planned to conduct a few impromptu interviews to allow the athletes to express their love for the game and how they began playing.
The wardrobe incorporated some pieces from Wilson sportswear, but using too many would have felt artificial and detracted from the authenticity we were striving for.
Bags were also chosen based on the players’ styles and interests, with many elements from their personal bags incorporated into the ones we had prepared beforehand.
goal #2:
the new wilson golf athlete
According to the USGA, less than 2% of golfers are scratch players. If this means that most players are unlikely to ever achieve this level of play in their lifetime, they probably haven’t encountered it before. So, how do you capture it?
Similar to baseball, you can gauge the skill of these players by observing the purity of their ball striking and the sound of their swing speed. They don’t overly celebrate their great shots or dwell on the ones that went awry. The new Wilson athlete embodies this swagger with a quiet confidence that allows their game to speak for itself. They possess a unique style that complements their personality. They respect tradition but aren’t constrained by it. They understand that to unlock their full potential, they must be their authentic selves.
goal #3:
champion the midwest
As one of the few major golf manufacturers in the Midwest, we sought to capitalize on the region’s renowned golf courses. After a deliberative process, we narrowed down our choices to Rich Harvest Farms and Chicago Highlands.
Photographer Jon Lopez captured the unique landscapes that only these areas can offer, with tee boxes nestled amidst cornfields and greens that provide a breathtaking view of the downtown Chicago skyline. We believe these courses represent the perfect starting point for our campaign.
