We set up at The Crosby Club in Rancho Santa Fe with FPV drones, high-speed cameras, and probe lenses — capturing the golf swing from angles that put the viewer inside the moment. Every setup was designed to reveal something true: the tension before contact, the precision of impact, the split-second where physics and feel converge. Director Marcelo Petrella worked closely with Taco Truck Creative to ensure the human side of this story landed with the same weight as the technology behind it.

The challenge was translating something invisible — millions of data points, an AI model, the geometry of a club face — into something you could feel. Fellow developed a visual language from the ground up: swing analytics rendered as living, moving data, flowing through the AI model and converging on the face of the iron. Seamlessly woven with the live action in post, the CG and design work doesn't illustrate the technology — it embodies it.