EA SPORTS / Tiger Woods PGA Tour
Xbox Kinect was releasing its anticipated Tiger Woods PGA Tour 13. With Xbox Kinect, you can play the game without using a joystick. Instead, players use their own golf swing captured by Kinect.

We wanted to focus on the idea that you will have to swing in the air to play the game. My partner and I had Tiger Woods and Shaquille O'Neal for 4 hours on the set. So we aimed to highlight two athletes’ obvious physical differences. Also, to show the physical nature of the game, we parodied Bruce's Lee's well-known film "Game of Death."

I was responsible for coming out with the idea for the spot and art direction.
Credits:
Creative Director: Nei Cantano
Copywriter: Sung Lee
Art Director: Jin Ryu
Agency: Heat SF

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