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Client: FootJoy

Role: Creative Director, Art Director, Designer, Illustration by Chuck Anderson, Photography by Tom Galliher

Responsibilities: Creative development and direction. Client pitch and concept sketches. Illustrator and photographer direction. Ad layouts.

Description: The FootJoy SYNR-G line of high-end golf shoes struggled in sales after its initial product launch. We saw the opportunity to boost sales with a relaunch of the shoe through traditional print media with a visually driven concept focused on technology. This approach allow the brand to stand out in traditional golf publications and to appeal to younger golfers.

The ads are meant to make the viewer think the shoe is crammed with technology. So much in fact, the viewer should almost feel as if the shoes are surreal...or supernatural. But technology is useless without purpose, so all the technology is tied back to the most important feature of the shoe, and the most important feature of a great golf swing: stability.

Ads shown here were part of a custom insert published in Golf World Magazine about the most drivable par fours on tour—a strategic media buy that further connects the product feature of stability to the benefit of driving a par four.