Watch the behind-the-scenes Field Notes video
Want to hear the full breakdown straight from the set and the edit bay? Watch the Field Notes video below.
A great golf commercial has to do two jobs at once: hook the viewer in the first second, then keep giving them something new until the last frame. For our latest spot with Granite Bay Golf Club, we set out to show the whole experience — every hole, every club, and the food in between — in just 30 seconds.
In this edition of Field Notes, we break down the shots, edits and visual effects behind the commercial, and what each one was designed to do for the audience.
The two-second shot that took three hours
One shot in this commercial is something we had never done before. Getting it right took two to three hours of chasing the sun, dialing in timing and repositioning our talent until everything lined up.
On screen, it lasts about two seconds. But that moment is what makes the spot unique. In commercial video production, hooking the viewer at the start is only half the job. We want to keep engaging them so that around every corner, they’re seeing something new.
Nailing the match cut
The match cut was unexpectedly challenging. We needed the perfect angle so it still reads like our golfer is looking at his phone — and then, instantly, he’s outside on the course.
The transition had to be seamless enough that the audience understands the jump without thinking about it. It took a lot of testing, but the result works: you’re transported in a single frame.
Swapping a white inbox for liquid glass VFX
We knew going into production that we wanted clean visual effects in post. The original plan used an email-style texture, but a plain white Gmail-style background felt flat creatively.
So in post we shifted to a liquid glass look. It gives the graphics depth and polish that fit the premium feel of Granite Bay. Fair warning to fellow editors: liquid glass will absolutely destroy your CPU.
Pacing: speed ramps, 600fps slow motion and falling camera rigs
In the edit, the goal was simple: it should never feel slow. We pushed every tool we had to keep the energy up:
- Speed ramps to accelerate between moments and land on key beats
- 600 frames-per-second slow motion to stretch the most satisfying moments of the swing
- Falling camera rigs for movement you don’t usually see in golf course video
We wanted to push the limits of what’s possible with the camera while still telling an interesting story that moves the audience.
Two stories in one 30-second spot
The biggest creative challenge was telling two stories at the same time:
- The full course experience. Our golfer plays all 18 holes, stops at the turn after hole nine for a meal, then heads back out.
- The full bag. He uses every club in the bag — starting with his driver and finishing with his putter.
The result feels like he plays one hole and all 18 at the same time. Viewers get a complete picture of Granite Bay Golf Club: not just one hole, not just the food, but everything the club has to offer.
Let’s make your next commercial
Every shot in this spot was built to hook the viewer and keep them watching. If you want a commercial that does the same for your brand, get in touch with GRDN Media.
