Callaway ‘Phil Mickelson’

ELEVEN

Motion Theory teams with Eleven to highlight Phil Mickelson's pure swing with Callaway drivers and irons.

Motion Theory pairs with Eleven to highlight the consistency and perfection of Phil Mickelson's swing in a Callaway campaign that both slows down and speeds up time. The first spot, “Video Game” opens in a fully studio-made virtual world with a depiction of Mickelson being controlled by an unseen videogame player. The game offers many markers of precision - echoing the superior control of the Callaway FT-9 driver. After a few practice strokes in the game, the virtual Phil steps up to swing. As he does, the whole world becomes real, and the camera rockets around Phil faster than he can even swing, catching up to the ball as he makes contact. The video game suggests maximum control, and the transition to the real world conveys that this kind of control is now available in the real world. The second spot, "Montage," highlights a year of tournaments in the life of Phil Mickelson, also featuring Phil's longtime caddy Jim "Bones" MacKay. Instead of slowing down a single swing, "Montage" creates a perfect swing out of many swings that Phil has taken over the past season or two, highlighting the dependable consistency of the Callaway irons. The campaign was directed by Motion Theory's Jesus de Francisco and Grady Hall, who utilized both newly shot footage and archival footage to create the spots. Motion Theory Art Director Rob Resella led a team to design the look of the spots, while Bryan Godwin supervised the visual effects and Stuart Cripps spearheaded the considerable compositing efforts.