After we hit the country club, let’s tee up with A.I. designed drivers, irons and golf balls. Wait, what? Callaway has an innovative design process where A.I. is used to help design their products. It is super sciency and technical and we sought to bring all the science down to a relatable level. So we told the science of golf with a saucy and irreverent twist.
Imagine the classic symbol of gritty innovation–the drawing board. The visuals are rich with diagrams and schematics and simple characters that tell a fast paced origin story of the A.I technology. Our second consideration involved the creation of an iconography that mythologizes the story. Symbols like a computer tower with training legs, intelligent eyes on fire make the story memorable. We sought to peel back the curtain and reveal the thought process, aspirations and results of Callaway’s A.I. technology.
We tell a fast-paced story with icons, vignettes and symbols to convey the story of Callaway’s engineering feats with A.I. This means creating memorable, iconic moments that feel concise. We took inspiration from schematic drawings, colored chalkboards and surrealism to churn out a style that tells each moment with impact, humor and grit.
Part of our process involved the use of hand-drawn effects that land with a punch. Explosions of color fill a dark background with energy that depicts the speed and impact that we feel with each swing of the Callaway drivers and irons.
To make our process efficient, we made digital puppets for some of our recurring characters. Our example here shows the burning eyes of the intelligent, A.I. computer. Here we made an asset that can open and close the eye, making the flames more or less intense. This gives us control over the performance of the character and the ability to quickly accommodate feedback.
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