"From Tee to Tea" – A Seamless Blend of Style and Performance
Client: Minus Par Golf
Project: Video Ad Production – "From Tee to Tea"
Duration: 60 Seconds
Industry: Sports & Lifestyle Apparel
Location: Liphook Golf Club
Objective: To create an engaging video ad that highlights the versatility, style, and performance of the brand’s golf-inspired clothing line for both on and off the course.
Overview
Our team was tasked with producing a 60-second video ad for Minus Par Golf, a start-up brand in sports and lifestyle apparel. The challenge was to create a narrative-driven ad that showcased their golf clothing line as not only high-performing on the course but also effortlessly stylish in everyday life. The video, titled "From Tee to Tea", follows a seasoned golfer, Filippo, and his young student, Freddie, as they transition seamlessly through a day of golfing, casual outings, and relaxation—all while staying comfortable and stylish.
Creative Concept
The core concept of "From Tee to Tea" was to demonstrate the versatility of the brand's apparel, emphasizing that it can take wearers from the intensity of the golf course to casual social settings without compromising on style or comfort. We incorporated a mentor-student relationship between Filippo and Freddie to evoke a sense of respect, admiration, and professionalism while subtly communicating the idea of growth, both in sport and personal style.
Video Narrative and Structure
The video was broken down into five key scenes, each designed to emphasize different features of the clothing line, while building a natural story arc from early morning practice to an evening of relaxation:
Sunrise on the Golf Course
We began with a breathtaking sunrise shot over a pristine golf course, immediately capturing the audience’s attention with visual appeal. Filippo, a golfer in his 30s, is seen taking a perfect swing, with his young student Freddie watching in admiration. This opening scene conveys the precision and elegance of the brand’s apparel.
Key Message: Style and performance at the start of the day.Mid-Morning Game
Through a series of close-ups and slow-motion shots, we highlighted the clothing’s breathable fabric, flexible fit, and stylish design as Filippo and Freddie walk, swing, and practice putting. Freddie’s movements mimicking Filippo’s subtly emphasize the coach-student relationship while showing that the apparel performs under pressure.
Key Message: Apparel designed for peak performance during activity.Lunchtime Transition
The third scene featured Filippo and Freddie transitioning from the golf course to a stylish clubhouse restaurant. Without changing outfits, they are able to join friends for lunch, looking fresh and stylish—a nod to the versatility of the clothing.
Key Message: Effortless transition from sport to social settings.Afternoon Activities
To reinforce the apparel's adaptability, we depicted Filippo and Freddie in various casual settings, including shopping for golf gear, practicing at the driving range, and reviewing swing techniques. These moments were captured in dynamic wide and medium shots to emphasize the flexibility and comfort of the apparel, while maintaining its modern, stylish appeal.
Key Message: A style that keeps you looking sharp, both on and off the course.Evening Relaxation
The final scene showed Filippo and Freddie enjoying tea at a cozy outdoor café, with an evening sky transitioning from dusk to night, surrounded by twinkling fairy lights. The relaxed atmosphere and clear bond between coach and student underscored the versatility of the apparel, which remained comfortable and stylish throughout the day.
Key Message: From tee to tea, the perfect blend of form, function, and style.
Production Approach
For this video, we focused on high-end, cinematic production quality to reflect the brand’s premium image. Key production elements included:
Drone shots for capturing the sweeping views of the golf course, enhancing the visual appeal.
Slow-motion shots to emphasize the fluidity of movements and the flexibility of the apparel.
Close-ups of the clothing fabric, highlighting key features such as breathability and stretch.
Natural lighting to enhance the atmosphere of each scene, from the bright morning to the cozy evening café.
Dynamic transitions between scenes to maintain viewer engagement and a seamless narrative flow.
Challenges & Solutions
One of the primary challenges was creating a cohesive story arc that connected the golf course activities with everyday life in a natural, non-intrusive manner. To achieve this, we focused on subtle, natural transitions—such as moving from a post-game lunch to afternoon activities—without the need for dramatic wardrobe changes.
Additionally, we needed to showcase the functional aspects of the apparel while maintaining a lifestyle-focused aesthetic. This was achieved through detailed camera work, including close-ups of fabric during key action shots, ensuring the audience could see the flexibility and comfort of the clothing.
Results
"From Tee to Tea" successfully conveyed Minus Par Golf's message of versatility, style, and performance. The video struck the perfect balance between showcasing technical product features and telling a relatable, human story. As a result, it resonated well with both golf enthusiasts and lifestyle-conscious consumers alike.
Increased Engagement: The video generated a significant increase in online engagement, with users praising the seamless integration of style and function.
Brand Image Enhancement: The premium, cinematic production quality elevated the perception of the brand, aligning it with luxury, high-performance apparel.
Sales Impact: The brand saw a notable uptick in sales of the featured clothing line, particularly among customers seeking versatile apparel that transitions from sport to social settings.
Client Testimonial
“We were blown away by the final product. Lucian and Adrienne truly understood our vision and brought it to life in a way that perfectly captured the spirit of our brand. The attention to detail, both in terms of storytelling and product showcasing, was exceptional. The video not only resonated with our core audience but also helped us reach new customers who value both performance and style.”
— Taoheed, Minus Par Golf Director
Conclusion
Through meticulous planning, creative storytelling, and high-end production, we delivered a video ad that not only met but exceeded the client’s expectations. "From Tee to Tea" now serves as a cornerstone in Minus Par Golf's marketing strategy, successfully positioning the brand as a leader in versatile, stylish sportswear.
