Creative Director | London UK

GOLF PORN

Callaway clubs decided to design their clubs to be as beautiful as they are technologically advanced (yes, they use technical research teams from NASA!) Having the FTiQ modelled on the Lamborghini Diablo’s bonnet, it was easy to represent it as the prize item to have sticking out of your golf bag. Inspired by the accessory and jewellery showroom displays on the Champs Elysée, we showcased every angle of the club in one ‘pick it up from the page’ photograph, leaving no detail undiscovered by placing it on a reflective mercury surface.

Callaway FT iQ golf clubs in black, silver, and red. Concept, art direction, design, and styling by Aldie Pretorius.

Callaway 10Q golf clubs in black, silver, and red on a black background. Caption reads: “what, exactly, made our Big Bertha design team sell their souls to the devil?” Concept, art direction, design, and styling by Aldie Pretorius.

Callaway FT 9 golf equipment in black, silver, and red on a white background. Concept, art direction, design, and styling by Aldie Pretorius.

Callaway Big Bertha Diablo golf clubs in black, silver, red, and yellow on a black background. Concept, art direction, design, and styling by Aldie Pretorius.

Callaway 22 protorype golf equipment in black and silver on a white background. Concept, art direction, design, and styling by Aldie Pretorius.

My responsibilities: Concept. Art Direction. Styling. Design | My team at Southpaw: Creative Director - Glen Smith. Copywriter - Pieter Rossouw | Project scope: Press & Poster, Online, Internal Comms.