Global brand
A Callaway launch has to survive a catalog, a club-shop window, a product page, and a social crop without looking like four different companies. That is a systems problem disguised as a photoshoot.
I worked on the visual language around new product — the stills, the digital frames, the packaging moments that introduce a driver before anyone holds it. Chrome, carbon, a single warm key. The club is the celebrity. Everything else gets out of the way.
The job is consistency under pressure. Color that holds in print and on a phone. Cropping rules so a hero still still works when it becomes a square. Type that can sit on a hangtag and a homepage without being redesigned.
Global brands drift when each channel hires its own mood. We locked the light, the camera height, and the amount of environment allowed in frame. If a still could not live on a box and in a banner, it did not ship.