"It's rare to get the chance to write an entire campaign and then execute it through production and post", said Meyer."It helped that the client was on the same page throughout the creative development process and our approach was a nice match to theirs."
Kansas City, MO (PRWEB) June 23, 2011
Imagine finding a magic portal in the trunk of your car to a never-ending warehouse filled with golf equipment. Or having a portal to the same limitless warehouse in your golf bag and the back of your locker at the golf club. This world of instant access is featured in a three-spot television campaign created by T2 + Back Alley Films for The Golf Warehouse.
One of the original internet retailers, The Golf Warehouse approached T2 + Back Alley Films to create a television campaign which would highlight the benefits of golf enthusiasts shopping online as opposed to traditional brick and mortar stores. Generally, most of the commercial work undertaken by T2 + Back Alley involves concepts created by advertising agencies, but the opportunity to be invited "upstream" in the creative process was too tantalizing to pass up, according to Creative Director Pete Meyer.
"It's rare to get the chance to write an entire campaign and then execute it through production and post", said Meyer. "It helped that the client was on the same page throughout the creative development process and our approach was a nice match to theirs."
The T2 + Back Alley creative team, along with its in-house strategy and insights group, began to concept the campaign by starting with the premise that an on-line retailer like The Golf Warehouse has certain advantages (breadth of selection, 24 hour access) over their brick and mortar competitors. This premise led to the idea of two golf buddies preparing to hit the links, but one of them lacking a crucial piece of apparel or equipment. Yet being seemingly unprepared to golf is not a concern, since he has discovered a direct portal to the golf warehouse, which he can access any time for deals on hundreds of golf brands.
The actors were cast out of Chicago with Chris Amos pulling off a deadpan, matter-of-fact persona as the golfer with the magic portal. David Lowenthal plays his golfing buddy who stands in confused disbelief as the impossible happens before his very eyes.
The three spots were directed by Back Alley Films director, Pete Meyer and shot on the Red Camera by DP, Andy Romero. They were filmed over the course of two days, first at a country club south of Kansas City for the golf club shots, and then, for the shots at the other end of the magic portal, at a warehouse also in Kansas City. Simple green screen was used to create the portal effect and the shots were composited by T2 smoke artist Jen Paine. The warehouse animation at the end of the spot was created in 3D, using Maya and composited in After Effects by the T2 motion design and animation team.
As a creative services company, T2 + Back Alley Films worked seamlessly and in direct partnership with The Golf Warehouse on the objectives of the campaign by taking a streamlined approach from concept through production and delivery through selected and procured media channels.
T2 + Back Alley Films is a full service creative engine with a focus on innovation, collaboration and efficient execution designed to maximize creative potential across multiple platforms. With the energy of an indie film company, the experience of an established post house and the vision of a creative boutique, we create engaging communications, experiences, environments, products, and digital interactions that transform and strengthen the relationships between organizations, brands and people.
For more information, visit http://www.t2.tv or call 816-471-6554.