Design-focused production studio Leviathan recently collaborated with advertising agency Factory Design Labs for client Callaway Golf Company.
Supporting the launch of Callaway Golf’s new line of RAZR Fit Xtreme Drivers, X Hot Drivers, Fairway Woods and Irons, numerous TV spots and brand films have recently debuted on targeted media outlets and Callaway’s YouTube Channel. The first TV spots feature live-action cinematography of PGA Tour professionals captured using Red and Phantom digital camera systems on locations in Dallas and Orlando under the direction Supply & Demand director Josh Taft. For those location shoots, Leviathan principal and chief technologist Matt Daly joined the crews as visual effects supervisor.
Meanwhile, in Leviathan’s Chicago studio, the company’s creative director Bradon Webb, 3D lead Nathan Davies, lead VFX artist and compositor Chris Beers and 2D lead David Brodeur were part of the team on the end-to-end design, animation and visual effects aspects elevating the branding and storytelling aspects of these spots – as well as several other new Callaway product films and still renderings that are 100 percent CG. In each of these spots and product films, Leviathan’s artists reveal the technology behind Callaway’s new products, adding dramatic on-screen visual elements, creating the animated titles, end tags and mnemomics.
“A primary concern for everyone was ensuring that the VFX would highlight and not obscure the technology,” Webb said. “These clubs have an insane amount of technology behind them that makes them perform in a specific way. Highlighting that became our biggest challenge. In several cases that required us to literally explode the product to show interior parts and things that would not be visible from the exterior. Factory Design Labs came to us with some ideas and sketches of how this conceptually could work. It was then up to our design team to actually implement and innovate on the plan.”
Leviathan earned its first assignments for Factory Design Labs in 2011. The studio’s craftsmanship on those high-profile projects earned it the role as one of their partners for design, CG and VFX for the agency’s 2013 campaign for Callaway. “Earning the opportunity to develop and apply extraordinary design and VFX solutions for Callaway is one of the most exciting things to happen for our company so far,” Leviathan’s executive producer Chad Hutson said.
For its campaign contributions, Leviathan’s artists principally use Autodesk Maya, Adobe Creative Suite, Adobe After Effects and The Foundry’s Nuke. “In CG everything starts out paper thin and you have to extrude objects to give them dimension and reality,” Webb said. “In some cases shots are turning out so successfully that they are becoming key aspects of the stories being told.”
For Factory Design Lab’s 2013 Callaway campaign, the agency’s project team consists of ECD Andrew Price, creative director Steve Pratt, ACD Tom Goodrich, senior art directors Jason Shiskowsky and Steve Hurd, art director Elliot Hasse, director of broadcast production Melany Fehrenbach, director of print production Heather Popenhagen and agency producers Jessi Dana and Lisa Schrag. Leviathan’s campaign credits also include ECD Jason White, producer Lauren Shawe, animator/compositor Katrina Nelken, VFX artists Tim Sepulveda, Patrick Schultz, Kurt Lawson, Shawn Sahara and Ashley Whitaker, 3D artists Timur Salikov, Morgan James, and Adam Stockholm, and graphics editor Mike LaHood.