A series of bold :15 spots for UST, a leader in high performance golf shafts, the spots are graphically driven, design focused commercials that showcase the UST golf shaft brand in a truly unique and clutter-cutting way.
“This project was really rewarding because the creatives at IDEX (ad agency, Memphis, TN) were completely open to our ideas and gave us freedom to explore solutions and approaches to their concepts,” says Gasket Creative Director Greg Shultz. “We started with the agency boards, then shot a bunch of stills and, working closely with the creatives, expanded the concepts and developed the type and animation treatment.”
"We came up with some pretty cool concepts" said IDEX Principal, Jim Tumbrink, "but working creatively with Greg and the gang at Gasket they took the spots to a different level, and they did it on a tight budget and an even tighter timeline."
The project from start to finish was completed in a whirlwind 3 ½ weeks for 3 :15 spots. Gasket served as the production and animation company, shooting the live action golfers, which were composited into the corresponding animated scene. For the spot geared towards women "Flowers", Shultz discovered using performance artists, in this case dancers, had a much higher success in directing and attaining the look he strived for. The spots were animated in Maya and finished in AfterEffects and Flame.
With so many exceptional products and such great success on the PGA and other professional tours around the world, UST shafts have become one of the most popular graphite high-performance golf shafts in the world. These spots showcase this dynamism, while eschewing any traditional sports spot approaches. Set to a rock track courtesy of music company BWN the spots are as innovative as the brand presented.
Original "Flower" storyboards which are targeted at avid young women golfers. They wanted a "Sheryl Crow" kind of vibe.
Original storyboards for "Meters" which was targeted at the avid male golfer.
Original storyboards for "Plaid," which was targeted at 50+ men–the "classic golfer."