Callaway

Apex Irons

How do you take the #1 Iron in its category to even higher levels? First, ask the #5 golfer in the world if he wants to hit balls at 6 am, in the middle of SoCal winter, in the height of Covid. Second, film it with the ARRI ALEXA XT B+W and make it look so strong that the client forgets color even exists! Finish it off with some amazing CG, bundle it up, and drop it during 2021 PGA Tour coverage. This spot reminds us all of that undeniable feeling of why we keep our weekends full of pin seeking.

Project Roles
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Ideation
Creative Direction