Dunlop launches new SX racket powered by spin
01. OVERVIEW
When Dunlop needed support for one of their digital marketing campaigns – their new SX Spin racket. We utilised their racket imagery shot against the raw beauty of the Californian desert to create something captivating.
Combining their “POWERED BY SPIN” concept with stunning tournament player footage from Indian Wells, we developed a campaign that would showcase the racket’s revolutionary spin technology while pushing creative boundaries.
We partnered on
- Campaign Creative
- CGI Model
- Identity Animation Video
- Technology Video
- Pull-Up Banners
- Print Ads
- PPT Sales Deck
- Web Banners
- Social Assets
02. CHALLENGE
With a powerful concept and striking desert footage already in hand, our mission was to weave these elements into a cohesive campaign that would highlight the SX racket’s groundbreaking features. The campaign needed to maintain Dunlop’s premium positioning while creating a fresh visual language that would resonate across all platforms and touchpoints.
03. SOLUTION
Visual identity
Our hero visual placed the SX racket within a dynamic composition of desert landscape and spinning stars. This striking juxtaposition perfectly captured the essence of “POWERED BY SPIN” while creating something entirely new in the category. By thoughtfully layering photoshoot elements from both day and night, we developed a versatile visual language that worked seamlessly across all campaign touchpoints.
Technology video and product CGI
To highlight the racket’s innovative features, we produced a dynamic 30-second technology video that seamlessly blended CGI with campaign footage. Using CGI modeling, we placed the racket in a high-tech studio environment where desert imagery played across video screens while the racket moved through space. Bold, animated typography matched the messaging beat for beat, while a high-tempo soundtrack drove the energy forward, resulting in a fast-paced, impactful video.
Campaign rollout
The campaign launch began with a custom identity animation that set the visual tone across all video content. This distinctive styling informed everything from sales presentations to retail displays, ensuring a consistent brand experience at every touchpoint. The comprehensive suite of materials included web banners, print advertising, event displays, and social assets. Each one reinforcing the powerful connection between natural forces and technical innovation.
OUTCOME
Serving up success
By taking existing creative elements to new heights, we demonstrated our ability to transform an initial concept into another one of Dunlop’s cohesive, impactful digital marketing campaigns. The result is a perfect balance of power and precision. Just like the SX racket itself, showcasing Dunlop’s commitment to innovation while creating an emotional connection with players at every level.