The premise is simple. Take an enormous amount of swing data from all kinds of golfers. Analyze it, and determine where the sweet spots are on the face of the club for most of the golfers to hit a great shot. Make a club face that is perfect for all of them. Callaway engineering dissected all of that data with the help of an AI model and created the AI Smoke Iron, with a club face with multiple sweet spots ready for all golfers to hit their best shots. Taco Truck Creative invited Marcelo Petrella and the team at Fellow to tell this story. We developed a visual language to show a massive amount of golfer swing data running through the AI model and finally surfacing on the face of the club. Armed with FPV drones that barely got hit by the balls, high speed cameras, probe lenses and a bunch of other toys, we set up at The Crosby Club in Rancho Santa Fe to capture multiple points of view of a golf swing. This human + AI product story gets stitched together back at Fellow, weaving our design/CG visual language seamlessly with the live action shots.
