Brands · 2022

JOOLA

Relaunch

Client: JOOLA
Role: Director of Photography
Year: 2022

Challenge

Flip how the market felt about JOOLA and build a new era around the brand's identity — moving perception from legacy equipment toward performance-driven innovation.

Approach

We filmed top table-tennis players in the U.S. and Germany, produced pre-launch promos and hype videos, created 3D product renders, and mixed practical and CG elements to present the brand as more innovative. Underneath the hero creative sat a commercial system: product videos for the entry line built for PPC and e-commerce.

Outcome

The work was used to jumpstart the launch and reinforce JOOLA's market-leader positioning — branding, launch momentum, and down-funnel product communication handled as one system. [TODO: confirm a launch/performance metric]

A brand relaunch that needed to move. We shot product motion and athlete performance for pace — fast glass, fast hands, edits that hit on the beat.

Built for a launch moment: a hero film plus a kit of vertical cutdowns that kept the energy in a phone-sized frame.