LIV Golf tasked us with creating a dynamic mixed media commercial to announce the 2024 tournament schedule. The goal was to introduce over 10 tournaments in a single 60-second spot, blending live action, kinetic type, and 3D animation. The commercial needed to drive excitement and anticipation, using clever 3D transitions, location-specific videos, and season highlights to thematically represent each tournament destination.

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The project presented several challenges. There was no existing location-specific footage, requiring us to source suitable content. We needed to create 3D relics that symbolized each city, adding Easter eggs for viewers to discover while keeping the visuals cohesive. With only 60 seconds to convey a substantial amount of information, balancing the representation of all teams and team captains was essential. Additionally, we needed custom sound design to match the energy and pacing, and selecting the best shots from hundreds of videos was critical for the final edit.

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We began with detailed storyboarding to map out how stock assets, 3D elements, and season highlights would be integrated seamlessly within the 60-second format. Location-specific relics were crafted in 3D, maintaining a cohesive aesthetic that tied the entire commercial together. To present tournament details in a visually engaging way, a kinetic type system was developed, standardizing the display of information while adding a competitive edge.

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To keep the visuals dynamic, we used creative transitions to cut between sourced footage and season highlights, giving each tournament destination its own distinct feel while preserving a consistent flow throughout the spot. The custom sound design added to the commercial’s intensity, enhancing the thematic elements and punctuating key moments.

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The video was released globally in December 2023, quickly amassing over 10 million views. It became a staple for LIV Golf’s tournament reveals and was frequently updated to accommodate new city announcements. The commercial’s success not only generated buzz for the upcoming season but also set a new standard for how LIV Golf announces its events.

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