I worked on the first launch video for Finally, a French brand offering eco-conscious golf products designed to minimize environmental impact. While the company initially launched regionally, this video marked the beginning of their expansion across Europe.
The goal was to create a high-energy piece combining fast-paced transitions, sharp cuts, and a wide range of animation styles. We explored different creative directions, but ultimately landed on a dynamic, raw-cut, and eclectic approach that truly resonated with a brand that doesn’t align with the traditional, polished image of classic golf culture.
The result was a visually bold and engaging video that captured Finally’s innovative and sustainable spirit, while appealing to a younger, design-savvy audience.
I collaborated closely with the Finally team to define the visual tone, pitch creative solutions, and adapt the content across multiple formats for social media and presentations.
The challenge
One of the main challenges was a major shift in direction midway through the project. We initially started with a 3D-focused approach — I was working closely with a 3D designer and animator on modeling the gloves. But once we began developing the animatics, we received a change of plans from the client: they wanted to move toward a mixed-media style that combined 3D with a more editorial, dynamic 2D vibe.
At that point, we were already several days into production, so we had to think smart. We proposed a new storyboard that introduced fresh visual elements while also repurposing the 3D renders we had already produced. This hybrid approach allowed us to pivot quickly while preserving the work we had done and aligning with the updated creative direction.
One of the key contributions to the piece was the use of textures and imagery created with AI. I wanted to incorporate aerial photographs of golf courses and blend them with a topographic visual language that echoed both the terrain and the glove materials.
To achieve this, I used Runway, generating visuals from a set of input images. The results were surprisingly effective, and thanks to a plugin for After Effects called Topograph, I was able to push the effect further and integrate it seamlessly into the visual identity of the piece.
