Premium Golf Ball Family Launch
Wilson Sporting Goods Co.
After the launch of the new Staff Model X and Staff Model golf balls in 2024, Wilson’s Triad and DUO Soft franchises underwent a redesign for 2025. Beyond a revised packaging design, the composition of each ball was also updated. Triad’s core became softer, shedding some weight and density to reduce spin off the tee. Conversely, DUO’s core became softer and smaller, enabling less spin. This modification allows higher handicap players to hit the ball farther with reduced dispersion from shot to shot.
As with Wilson Golf’s recent premium offerings, challenging the market’s perception of the company as a manufacturer of products suitable for elite players remains. The directive going into 2025 was to highlight Wilson’s ability to offer a premium ball lineup that can complement any skill level. The “Play Original” brand campaign launched during the previous fall generated a comprehensive library to showcase our young and confident ball strikers using these balls, and paved the way for Wilson to tell their unique story of sport + style.
wilson.com
collaborators
Marketing Markus McCaine, Erin Scott, Matt Compton
Project Management Molly Pike, Alec Rosenbaum
Art Direction Jen Braier, Mike Marich
Design Mike Marich
Copy Kevin Granato
Photography Jon Lopez
3D Nic Campa, INDG
Animation INDG
Retouching Nic Campa
premium golf ball videos
Marketing Director Markus McCaine collaborated with INDG to create these exceptional videos to promote each franchise. Instead of primarily focusing on scientific terminology and technical data, these videos adopt a singular, minimalist visual narrative, unique to each ball.
Staff Model X & Staff Model:
“Your Game Deserves Faster”
Triad: “The World’s Most Balanced Ball”
DUO Soft: “The World’s Softest Ball”
an original masterpiece:
lifestyle assets
Photographer Jon Lopez captured some great images during our “Play Original” campaign.
select your masterpiece:
product assets
A great render created by 3d Artist Nic Campa that aligns with the style our “Play Original” brand campaign aims to achieve.
early concept
A good initial attempt, but we eventually opted for an image that put the ball to work.
