
A heart-pounding new commercial for The Picklr, a rapidly expanding chain of indoor pickleball courts, is setting the stage for this emerging sport with a fresh, high-energy twist.
In “Winner Stays On!,” director Blaine Hogan of Tessa Films collaborates directly with The Picklr’s brand team to create a captivating anthem spot that is irresistibly fun.
The commercial unfolds on a neon-ringed, dimly lit pickleball court, where two unique pairs prepare to face off. These aren’t your typical athletes, as they engage in more WWE-style banter and antics than traditional Wimbledon decorum. On one side, a middle-aged hipster with a dad bod and headband teams up with a feisty grandma.
On the other, a young athletic individual partners with a high-flying cheerleader. The game begins, and as the action intensifies, the crowd joins in on the excitement. The commercial, aptly named “Winner Stays On!,” is a must-see to experience the electrifying competition, and it can be found on The Picklr’s YouTube channel or Instagram feed. Watch below:
Hogan explained that the project came about when James Hurlock, Chief Brand Officer for The Picklr, reached out to him online, influenced by their previous collaboration on a project involving professional athletes. “They approached me with the concept of having a diverse group of players come together for an epic match,” Hogan elaborated. “I collaborated directly with the client to develop a treatment and script that captured the excitement and social relevance they were aiming for. We were striving for a look and feel more akin to a Nike ad than a conventional racquetball court.”
Tessa Films embraced the project wholeheartedly and offered support to Hogan as he assembled his direct-to-client team. The project resonated with the director on various levels, as he had previously worked with celebrity athletes, including LeBron James, and sought opportunities for more action-oriented projects. “This provided me with an amazing opportunity to explore something I’ve always wanted to do, with an enormous degree of creative freedom and a highly trusting client,” Hogan remarked.
The primary objective of the ad is to reposition pickleball as a trendy activity enjoyed by a wide-ranging group of players, simultaneously enhancing The Picklr’s brand recognition during an ambitious expansion phase. With nearly a dozen locations in two states and over 110 courts in development nationwide, franchise opportunities are also on the horizon.
Behind the Scenes
Shot at the company’s headquarters in Kaysville, Utah, the commercial incorporates modern camera angles reminiscent of rap videos. Additionally, it introduces a retro vibe reminiscent of classic comic book aesthetics, where on-screen text overlays match the action, sometimes seen in split-screen views. The ad features dynamic shots, stylish moves, snap zooms, whip pans, and jumps, all driven by a pounding hip-hop soundtrack. The “Winner Stays On!” theme exudes epic action and culminates with an awe-inspiring winning shot executed by the team’s senior player, delivered while soaring through the air.
For visual effects and graphics, Hogan partnered with Chicago-based Voke Studios, which was responsible for tasks such as rig and mat removal. Notably, many pickleball shots seen in the final version were captured in-camera.
Casting was instrumental to the project’s success, with Hogan collaborating with line producer and casting director Shandi Kano. All four players were cast locally in Salt Lake City and Park City, and remarkably, only one had experience playing pickleball. As for the game-winning grandma, it was a challenging role to cast until Kano recommended her aunt, a championship badminton player.
Hogan describes the commercial’s vibe as funky and old-school, seamlessly blending various cultural influences to showcase the game in a refreshing light. He remarked, “I grew up in the ’80s, so this makes me think of classic Saturday morning Power Rangers episodes. It’s like pickleball meets ‘Scott Pilgrim vs. The World,’ with a touch of everything else thrown in.”
The “Winner Stays On!” commercial promises to transform the perception of pickleball and bring it to a broader and more diverse audience with a unique twist.
CREDITS:
BRAND: The Picklr
PRODUCTION COMPANY: Tessa Films + Kano Films
- Director/Creative Director: Blaine Hogan
- Executive Producers: Lisa Masseur, Amy McIntyre
- Producer: Jackie Schroeder
- Casting Director / Line Producer: Shandi Kano
- DP – Bennett Duchin
- Post Production: Voke Studios
- Post Producer: Gavin Buckland
- VFX Supervisor: Dustin Turner
- Editor: Carlos Herreros
- Graphics: Jake Mathew
- VFX: Luke Fritz
- Color: Quinton Brogan
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