JOOLA | Pro V
JOOLA’s latest pro line paddle “Pro V” product launch brought together new paddle technology, a new hybrid shape, and some of the biggest names in pickleball. Schwartzy brought that launch to life through a collection of athlete-led spots, product films, animation, and social content. Each piece had a different job, from building anticipation to helping players understand the lineup, while contributing to one cohesive campaign.
One of the most memorable pieces paired tennis legend Andre Agassi with pickleball standout Kate Fahey for “Play You For It.” Taking inspiration from the classic Michael Jordan and Larry Bird trick-shot commercials, the spot introduced Kate’s arrival on Team Agassi through a little friendly competition. A carefully coordinated studio shoot brought the athletes, an in-depth lighting setup, and action together, putting the Agassi Pro V paddle at the center of a story made to entertain. This piece was even featured on ESPN and made a big splash online!
The “Kosmos” introduced a brand new hybrid shape to JOOLA’s lineup, combining the reach of the Perseus with the maneuverability of the Scorpeus. We used animation to show that relationship, bringing the two familiar shapes together to introduce something new. It gave players a visual explanation of where Kosmos came from and how it fit into the collection, while giving the paddle a reveal of its own.
2 Shapes. Something New.
Shape Matters.
Choosing a paddle gets complicated quickly. Shape Matters helped make that decision easier by putting JOOLA’s athletes in the role of guides, explaining how their paddle’s shape supports the way they actually play. This episode in the series features Anna Bright and her signature Scorpeus paddle, connecting the design to the demands of her game. We created a piece for each shape in the Pro V lineup, giving JOOLA a series of approachable product stories for social media and product pages, with useful information delivered through the personalities of the pros themselves.
Brand Film.
This piece brought live-action footage, animation, and voiceover together to tell the broader story behind the collection. Real footage gave the product a physical presence, while animation let us explore ideas and details beyond what a camera could capture alone. The voiceover and edit connected those elements into a single story, designed to introduce Pro V with energy, explain what made it different, and give the launch a film that could anchor the wider campaign.
Behind The Scenes.
The Pro V campaign brought together a demanding lighting setup, tight athlete schedules, and a substantial list of deliverables. Lighting an entire pickleball court required a large rig, careful power distribution, and constant attention to detail. Each change in setup had to work creatively and fit the schedule, with the crew coordinating adjustments to keep the shoot moving. Across the campaign, we were capturing material for commercials, product stories, and social content, so making the most of every setup mattered.
This behind-the-scenes look gives a sense of that coordination, along with the energy that made the shoots enjoyable. There’s real satisfaction in watching a complicated setup come together, getting the shot, and seeing everyone get excited about what’s on the monitor. Add in the athletes’ personalities, and a crew invested in making something great, and you get a feel for the people and effort behind the finished films.
Pro V | Building Anticipation
Before the full reveal, the social teasers gave the pickleball world a reason to get excited. These short pieces were built around the anticipation of what was coming while leaving room for the launch to tell the bigger story. Together, they gave JOOLA a series of moments to share in the lead-up to Pro V, keeping the launch present in people’s feeds and setting the stage for the content that followed.