JOOLA
Relaunch
- Client
- JOOLA
- Role
- Director of Photography
- Year
- 2022
Challenge
Flip how the market felt about JOOLA and build a new era around the brand's identity — moving perception from legacy equipment toward performance-driven innovation.
Approach
We filmed top table-tennis players in the U.S. and Germany, produced pre-launch promos and hype videos, created 3D product renders, and mixed practical and CG elements to present the brand as more innovative. Underneath the hero creative sat a commercial system: product videos for the entry line built for PPC and e-commerce.
Outcome
The work was used to jumpstart the launch and reinforce JOOLA's market-leader positioning — branding, launch momentum, and down-funnel product communication handled as one system. [TODO: confirm a launch/performance metric]
Branding, launch momentum, and down-funnel product communication handled as one system — flipping how the market felt about the brand.
A brand relaunch that needed to move. We shot product motion and athlete performance for pace — fast glass, fast hands, edits that hit on the beat.
Built for a launch moment: a hero film plus a kit of vertical cutdowns that kept the energy in a phone-sized frame.
Deliverables
- Top table-tennis players filmed in the U.S. and Germany
- Pre-launch promos and hype videos
- 3D product renders mixing practical and CG elements
- Entry-line product videos built for PPC and e-commerce
Results
Behind the scenes
More work
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