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Trollbäck Designs and Shoots Films for Nike GolfJoe Wright directs two humorous sales-presentation films (July 13, 2004)
Joe Wright of Emmy-winning creative studio Trollbäck & Company, New York/Los Angeles, recently directed two new humorous, sales-presentation films, currently in global use, for the Nike x-treme light golf bag and Nike SP Series golf shoes.
For the Nike x-treme light golf bag corporate sales-presentation video, Trollbäck & Company's goal was to demonstrate, in unexpected and unorthodox ways, the bag's four key features: durability, comfort, stability, and lightness of weight. The Trollbäck production team therefore put the prototype golf bag through "state of the art" analysis, and product testing, which ultimately demonstrated that this new model could withstand anything. The tone is intentionally tongue in cheek and over the top, and is supported by matter-of-fact dictionary definitions highlighting the bag's qualities and features.
The Nike SP Series Golf Shoes video demonstrates a "new evolution in golf footwear" with a whimsical, lighthearted take on the lifecycle of the butterfly: "The Origin of the SP Series." The narrative shows the evolution of the new hybrid-the Nike athletic shoe fusing with the classic golf shoe-by loosely following the butterfly from conception to chrysalis to hatching and ultimately taking wing.
Says Trollbäck & Company's Wright, "The concepts are really the key for these two spots. We wanted to take these two inanimate objects-a golf shoe and a golf bag-and bring to them a narrative element and a little humor."
We began this project with an infinite number of possibilities since there actually was no creative brief beyond getting people excited about these two new products," added Elizabeth Kiehner, producer of Trollbäck & Company. "The challenge was to produce the two spots on a very limited budget while still accommodating for both live action and still shoots, not to mention a trained Rottweiler."
The spots debuted at the Tiger Woods Center in Beaverton, Oregon last month. "My experience working with Trollbäck and Company was a real pleasure," concluded Ron Dumas of Nike Golf. "From working with their creative staff on concepts, to the day to day communications with the production team they were always accommodating and very professional. The toughest part of the job was deciding on which creative to go with."
About Trollbäck & Company
Trollbäck & Company is a bicoastal creative studio committed to generating mold-breaking visual and branding solutions. Rooted in a strong European design sensibility, the young multidisciplinary company defies pat design and production conventions, working across a variety of media - from film titles and trailers to TV commercials, environmental and architectural installations, network branding, outdoor advertising, magazine and book design. Trollbäck & Company has design and production studios on Fifth Avenue and Venice Beach.
For more information visit www.trollback.com.
Client Company: Nike
Creative Director: Ron Dumas
Trollbäck & Company:
Director: Joe Wright
Creative directors: Joe Wright & Jakob Trollbäck
Designers: Jens Mebes, Todd Neale, Justin Meredith
Editor: Cass Vanini
Producer: Elizabeth Kiehner
Executive Producer: Julie Shevach
Singing Serpent, San Diego, CA
Panasonic DVC Pro (for Nike Bag) and Canon EOS 10D (for Nike Shoe)
Software: Adobe Photoshop, Illustrator, and After Effects, Apple Final Cut Pro
Related Keywords:Nike, Joe Wright, Trollbäck & Company, Trollbäck, Nike, Elizabeth Kiehner, Ron Dumas,