dunlop-elements-of-the-game-youtube-series-2

Dunlop-Elements-of-the-game-YouTube-series

Watch videos

INFORMING AND ENGAGING
We partnered with Dunlop Sports to create educational pieces of content that focused on the brand’s products and the broader community and subculture, with an overarching message conveying Dunlop’s dedication to “the players’ game”. 
The purpose of this campaign was to demonstrate Dunlop’s brand values and gain, grow and nurture new audiences on YouTube and TikTok. Thus, the Elements of the Game series was born.
<h3 class="heading-4">We partnered on</h3>
<ul class="list-columns-2">
<li>Strategy &amp; planning</li>
<li>Art Direction &amp; design</li>
<li>Storyboarding</li>
<li>Script creation</li>
<li>Motion design</li>
<li>Video production</li>
</ul>

dunlop-elements-of-the-game-video-poster

Dunlop-Elements-of-the-game-video-poster

eotg-trailer-30sec-widescreen-final

EOTG-Trailer-30sec-widescreen-FINAL

CONTENT, CONTENT, CONTENT 
We worked with the Dunlop team to craft a content plan around a list of key topics that we knew would resonate with the tennis community as a whole, with a particular focus on YouTube and TikTok demographics.
We sourced presenter James Tzanoudakis to front the series and ask questions to several subject matter experts. We were also granted unprecedented access to world-class coaches from the famous IMG and MTA tennis academies, including former professional player Jimmy Arias and &#8220;The Coach&#8221; Patrick Mouratoglou.  
We designed a motion-rich visual identity to wrap around the video series and create a distinctive style optimised for YouTube and TikTok.

dunlop-sport-eotg-motion

Dunlop-Sport-EOTG-Motion

dunlop-elements-of-the-game-grid

Dunlop-Elements-of-the-game-grid

A GLOBAL OPERATION
Filming locations included LTA’s National Tennis Centre in Roehampton, the IMG Tennis Academy in Florida, USA and the MTA Tennis Academy in Nice, France. We also utilised a local tennis club in Weybridge to ensure we had a place to record any required b-roll and pickup shots.
Orangery created storyboards, scripts and ideas for the videos and then filmed, directed and edited all content before uploading to YouTube, and, subsequently, TikTok.

dunlop-sport-eotg-phones

Dunlop-Sport-EOTG-Phones

CONTENT EVOLUTION
The second phase of the project focused on questions from the tennis community, and an opportunity to use additional content that we’d filmed across the various locations. We collaborated with tennis expert, Seb Proisy, a former player and current tennis coach in France. Seb’s global appeal and vast experience of the sport put him in the unique position of having a broad worldview of the game.
With Seb, we created content that started at beginners’ level and worked its way through to expert level, ensuring players of all abilities could relate to and engage with the content. Once again, we were able to repurpose YouTube content and product TikTok-optimised videos for maximum impact on the platform.

Tom Jarrett-Kerr

Orangery have delivered once again, a great campaign seamlessly put together.

dunlop-elements-of-the-game-behind-the-scenes

Dunlop-Elements-of-the-game-behind-the-scenes

AN INSIGHTFUL, SUCCESSFUL AND GLOBAL SERIES
Each and every video in the series avoids paid promotions, allowing the original goal of the campaign to shine through without the hard sell. Our work with Dunlop enabled a strong kickstart to the brand&#8217;s YouTube presence, and this library of engaging content continues to grow, with many playlists seeing an almost 50% watch time. In total, we produced over 20 long-form videos and 25 short-form videos.

MAKING A SOCIAL SPLASH AROUND SPORTS EDUCATION

MAKING A SOCIAL SPLASH
AROUND SPORTS EDUCATION