This project is easily one of my all-time favorites. ESTWING came to us with a blank slate and a bold ask: develop a new brand video and motto that would also serve as their national TV commercial. From the start, they were all-in—providing us with full creative freedom, along with deep insight into their company history, customer base, and brand identity.

I collaborated closely with our Executive Creative Director to craft a compelling pitch deck that paired a cinematic visual concept with a powerful brand message. Drawing from inspiration videos provided by the client, we shaped a story that elevated their legacy and deeply resonated with their values. Our core idea? The true hero isn't just the person using the tool—but also the American company that builds it, standing behind every swing. That led us to the new brand motto: "Who's Behind Your Swing? ESTWING."

To help sell the vision, I created a proof-of-concept video and a detailed shot list that anchored the pitch. Once approved, I served as both Producer and Assistant Director on set, leading logistics and execution. We shot on a Sony FX6 with prime Cine lens kit to give the video a polished, cinematic feel. Every detail mattered—from carefully lit wood shop scenes to securing the perfect South Carolina campsite for the outdoor sequence.

This project was a creative home run and turned out exactly how we envisioned. The client was thrilled, and the video is now a cornerstone of ESTWING’s national branding.