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This campaign aimed to capture the explosive power and precision of Paula Josemaría through a visually striking, 25-30 second commercial, promoting the release of a limited "signature" edition Padel Racquet for 2024.
2nd round of Creative, Key Visual graphic created by Graphic Designer and Padel Creative Director at Head.
​​​Tasked with bringing the Key Visual to life, and knowing that Paula's powerful shots create craters under her when she hits the ball.
I focused on translating her dynamic energy into impactful
visuals and concluded
that we should go for a
toned down live action
"anime" approach,
I presented the following reference which was well received. (Ref. Dave Ardito on Youtube)
Filmed in Barcelona,
I worked with the production team to capture every shot at angles optimal for the required VFX,
​
Back in London, I was tasked to deliver the teaser video first before starting the Hero version which was challenging as it usually is the other way round.
I used a still drone shot too add in the craters and some motion graphics, manipulating the ground with multiple overlays.
BTS Barcelona Shoot
Final Teaser Edit
Final Hero Edit for this campaign
I knew that the storyline would be quite simple, Paula would enter the court, smash it apart and leave as the camera pans out to watch it crumble into the Head Padel logo.
Upon presentation,
the team was happy
with the overall visual
but suggested slight
tweaks to the depth
in the craters and add
more saturation
to the racquet.
I incorporated these
changes in the V2,
which was approved.
Here's the final result.
Tools used :
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Adobe Premier Pro for initial cuts, sound design & final color grade.
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Adobe After Effects for VFX, 3d compositing and motion graphics.
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Adobe Illustrator with the help of a graphic designer to create and texture the 3D Shards which would then be used as a GLTF file in Adobe.
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Artlist for SFXShutterstock and Artgrid for Crater and dust Overlays​​​​​​​​​​​​
This segment showcases my work on a 3D animation for Head Sports, where I was tasked with animating a 3D model of a pickleball shoe originally created for factory production.
The shoe's original software was incompatible with what I had access to, leaving me with an untextured model.
Despite texturing and modeling not being my specialty, I retextured the shoe using Blender, sourcing textures from various resources, which yielded satisfying results.
I also created and animated pickleballs for a smooth transition and
animated the shoe with fast-paced movement using keyframe techniques, lighting, and camera scenes.
While the final texturing was outsourced, my work laid the foundation for the completed project.
1st Animation Pass with Untextured
Shoe in Blender
My Final Render made in Blender and After Effects which was then sent to Texturiser
This segment showcases a low budget 3D Music visualiser I made.
To achieve this, I filmed both the artist and his beatmaker in front of a green screen, keeping them still to offer maximum flexibility when creating their environment.
Using MidJourney, I generated an AI background image and transferred the data to FSpy, which allowed me to create a 3D camera and import it into Blender. I then keyed out the green screen in After Effects and positioned the artists at the correct moments in the song. In Blender, I added floating rocks, smoke, dust overlays, a passing eagle, and an alien spaceship flying into a dimensional portal in the background to bring depth and energy to the scene. The final video was enhanced with Topaz AI Video Enhancer for a crisp finish.
Quick Step by Step Process from Filming on Green Screen, to Creating the 3D environment, adding overlays, rocks ect.. Final Color Grade, Lyrics..
Original Background Image Created on Midjourney A.I.
For Head Sports, I was tasked with providing out-of-the-box ideas for their new website. To push the boundaries, I used Midjourney A.I. to generate imagery that would help bring my concepts to life. I also leveraged Polycam on my iPhone to 3D scan products from the office, integrating them into the designs as placeholders to demonstrate how 3D elements could enhance the overall energy of the site. Using After Effects, I mocked up a few versions, which I presented to the Econ team and managers. While the concepts were well received, they decided on a more conventional route, which turned out beautifully.
Concept 1 - Valentines Day Landing Page Takeover, Head Sports.
Concept 2 - Black Friday Landing Page Takeover, Head Sports.
This showcases my work creating a Motion Graphic for Coco Gauff during the 2023 US Open, which was broadcast on Times Square. With just a handful of PNGs and approved images of Coco, I completed the edit in 24 hours, preparing two versions: one for if she won and one for if she lost the final, all done using After Effects.
I also created arena animations for Head Sports at the Paris Bercy Masters Series for two consecutive years. Using After Effects and PNGs of key tennis players, I designed 4 to 6 different video animations tailored to various screens (main, lateral, exit, and roof screens), ensuring they all coordinated seamlessly to enhance the immersive experience for the live audience.
Final Export for 1st screen.
Final Export of Hero Visual - "ARENAMATION" , Paris Bercy Center Court.
Final Export for the Lateral Screens, Paris Bercy Center Court.
Visuals of Coco Gauff Winning U.S. Open & Times Square footage of Motion Graphics
Court Side View of Animations
This segment showcases a motion deck I created for Head Sports to pitch a concept for their new Speed Padel Racquet.
The idea focused on conveying speed and power through sound design, emphasizing the racquet’s impact with the ball and the ball’s intense interactions with the padel court.
Audio Composition on After Effects
I began by sourcing padel sounds from previous campaigns, manipulating EQ, echoes, and reverb in Logic Pro X to craft a layered audio experience.
I added music/SFX from Artlist and integrated an AI-generated voiceover with modified pitch and glitch effects to intensify the chaotic energy.
Once the sound design was exported, I continued editing in After Effects, incorporating motion graphics with titles that smash into the screen, shattering their surroundings—drawing inspiration from Everything Everywhere All at Once.
Reference from award winning film Everything, everywhere, all at once (2022)
Screenshot from the Hero Composition on After Effects
V1 Test Edit
Final Pitch Video
The concept was approved and taken to production in Spain, where we completed the project a few months later.
In the past year, I’ve taken up rug tufting, a hands-on craft that offers a refreshing contrast to my digital creations. It’s been an exciting journey as I learn and enjoy every step of the process. Alongside this, I’ve been producing music digitally as a personal hobby for over 10 years. While it's not for release, it's something I deeply enjoy. Outside of these creative pursuits, I love painting, trying foods from around the world, engaging in various sports, and spending quality time with loved ones.
I appreciate the time you've taken to go through my little world, and wish you the best for everything you are striving for.
Many thanks,
George Parsons
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