Artist-owned and -operated bi-coastal effects boutique Brickyard VFX contributed visual effects work to "Leadership TV," the 2010 ad campaign for Titleist via ad agency Arnold. The multi-spot campaign was directed by @radical.media's Greg Kohs. The last commercial in the campaign, "Yardage Book," broke on Jan. 30.

Titleist "Yardage Book"
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Promoting Titleist's golf balls, the campaign delivers customer testimonials from both pro and casual golfers that instill trust in the Titleist brand. "Leadership TV" comprises spots including "Moment," in which PGA stars Padraig Harrington, Geoff Ogilvy and Steve Stricker proclaim their reliance on Titleist products for everything from tournament preparation to the "defining moment" of the game.

Brickyard contributed a number of effects to each campaign, most notably extensive graphic work for the :30 ad "Yardage Book." For that spot, Brickyard created animated overlays that bring each golfer's yardage book to life on screen. Detailed information and personal notes about the course emerge as a virtual yardage book surrounding each player; as each golfer tees off, the floating notes disintegrate into tiny particles, fading into the distance with the Titleist ball.

Titleist "Moment"
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"We received the actual yardage books from the courses in Chicago and St. Andrews, Scotland, where the spot was filmed. We tracked all of the filmed scenes in 3D and then composited in scans of actual illustrations and golfer's notes from the books to give you a visualization of what the golfer is thinking as he's approaching his next swing," says Geoff McAuliffe, Brickyard VFX partner and lead 2D artist on this spot. "The director and ad creative team were great to work with from supervising on set through to final execution."

The team also created all product end tags for the campaign, with a tabletop shoot using Brickyard's RED ONE camera. They then enhanced the product shots in Autodesk Flame by animating the foil holograms. Additionally, Brickyard completed extensive compositing work for the campaigns, including sky replacements, golf course cleanup and the 3D Titleist logos that appear in all of the ads.