photoshoot art direction Archives

PGA Pro Sketch Videos | 2016 Tour Social Campaign

July 27, 2016February 1, 2018
by Samantha Soper

Golfsmith’s social media manager wanted to end the 2016 tournament season with a bang. He asked me to do some PGA Pro sketch videos for the 5 Players to Watch at the PGA Championship blog post, after seeing the Facebook response to one of my time lapse art videos. During my weekend, I illustrated portraits of each of the featured players, as well as a title card. In addition, I provided art direction to the photography studio on lighting, stage set-up, and video production. As a result of my planning and pre-drawing, we were able to wrap shooting in two and a half hours.

The PGA Pro Sketch Videos

Which pro will win big @PGAChampionship

Check out our list of guys we think just might; https://t.co/lL4ZgsOLBu pic.twitter.com/RBmsQbASiF

— Golfsmith (@Golfsmith) July 28, 2016

Good opening round of 67 from The Open Champion. #PGAChampionship pic.twitter.com/ESgSuNAKFi

— Golfsmith (@Golfsmith) July 28, 2016

A fan favorite this week at the #PGAChamp #BEEF @BeefGolf pic.twitter.com/1uh5eRdbCh

— Golfsmith (@Golfsmith) July 30, 2016

The Results

Due to the new approach to content, the marketing department got a lot of recognition throughout the company for their innovation. Most noteworthy, PGA pro and fan favorite Andrew “Beef” Johnston retweeted the sketch video of him from Golfsmith’s Twitter. The tweet got a huge boost in organic reach and engagement, while also making Golfsmith look like they have their finger on the pulse of the pro-golf circuit.

That's wicked https://t.co/tr1XAGvfy5

— Andrew'BEEF'Johnston (@BeefGolf) July 30, 2016

Credits:

Copywriter: Alex Kroviak
Social Media: Adam Foster
Film and Studio Set-up: Sarah Kerver and Mark Seeger
Video Production: David Adams

Golfmas Billboards 2015

December 25, 2015October 12, 2016
by Samantha Soper

Due to my previous billboard experience, Golfsmith picked me to work on the 2015 Golfmas billboards. This billboard displayed in Houston and Austin in front of a couple of their most popular stores. In addition, I created an animated billboard for the Myrtle Beach Int’l Airport.

Animated & Static Golfmas Billboards

Golfmas billboards design — Golfmas billboard design

Father’s Day Gift Cards 2015

June 15, 2015October 12, 2016
by Samantha Soper

I was asked to concept and create the 2015 Father’s Day gift cards, due to my assistance brainstorming the 2014 holiday gift cards. After leading a group brainstorm, I created over 15 concept sketches to illustrate my teams’ ideas. Additionally, I built a prototype case for the toolbox concept out of floral foam, but the creative director had a preference for a classic red toolbox. Once decisions were made, I art directed the photoshoot for the toolbox that was later used across the campaign. I also sourced the stock photography for the turf tie piece.

Father’s Day Gift Cards – Concepts & Final Proofs

Prototype case for toolbox gift card concept, carved from floral foam

Tiger-Jack-Chi-Chi Emmet GolfDigest Ad gift card (Golfsmith)

French Tiger-Jack-Vijay Tremblay GolfDigest Ad gift card (Golf Town)

Credits:

Stylist: Lani Stites
Photography and Lighting: Sarah Kerver
Color Correction and Photo Manipulation: Thadeus Keating

Mother’s Day 2015 e-Gift Cards

May 10, 2015July 11, 2016
by Samantha Soper

About this Project

Concepted and art directed the photoshoot for the 2016 Mother’s Day gift cards. These cards were used again for Mother’s Day 2016.

Stop Animation Unwrap Videos | Golfmas 2014 Social Campaign

December 25, 2014February 3, 2018
by Samantha Soper

Golfsmith wanted to go big on social for Golfmas 2014. Merchandising had come up with a last-minute list of daily gift offers, which became known as the Caddievent Calendar. During a brainstorm, a couple co-workers and I came up with the idea to do a stop animation unwrap video. Since Vine was approaching the peak of it’s popularity, we decided that a simple 6-second unwrap reveal would be the most eye-catching across social media channels. It was a tactic retailers hadn’t yet incorporated into their holiday campaigns. Additionally, research showed that Facebook’s news feed algorithm prioritized video content over text or photo posts.

The Caddievent Stop Animation Unwrap Videos

Concept Work & Preparation

This emergency brief came in November 19 and the first product reveal was on December 5. After my initial storyboard made it’s way up the chain, everyone got excited about the video idea, but was concerned about the timing. As a new interactive designer, I was eager to test my mettle on this concept I helped brainstorm. After rising to the challenge by my creative director (CD) to do a proof of concept, I got the ok to move forward for a small selection of products.

Final Videos

I had a wealth of help from the photo studio for lighting and the set and setting up the GoPro, while my CD assisted me with styling the shoot. I single-handedly did all production and post-production work. Shooting began with the opening unwrap sequence and Titleist golf balls. To save time, subsequent products were shot on green screen, then clipped frame-by-frame and added to the unwrap sequence post-production.

Titleist Pro-V1 & Pro-V1x Golf Balls

Frogger Golf Towel

ECCO BIOM Hybrid 2 Golf Shoe

Credits:

Creative Director/Expert Ribbon Stylist: Lani Stites
Social Media Coordinator: Alex Kroviak
GoPro and Studio Set-up: Sarah Kerver
Golf Swing Talent in Shoe Video: Mark Seeger

Hellas Hearts of Hope Photography

December 25, 2013October 14, 2016
by Samantha Soper

In an effort to help out the mountain village of Jucuarán, El Salvador, Hellas Hearts of Hope collected cash and in-kind donations to help make Christmas bright. Most of all, I had the privilege of joining on the trip to help document the experience as a gift to our sponsors. The children of Jucuarán start school in January, so the donations helped them start the school year off right. Additionally, we installed two brand new soccer goals donated by Hellas Construction.

To introduce ourselves to the village, we held a piñata day which was enjoyed by so many Jucuarán children. As word of our charitable efforts spread, neighboring villagers came to Jucuarán once donations arrived to receive toys, books, clothing and supplies. As you can see from the photographs, the turnout at the donation hand-out was phenomenal and locals helped us with unpacking everything.