When JOOLA wanted to announce that Kate Fahey, the world's #2 female pickleball player, was joining Team Agassi and would be using Andre Agassi's signature Pro V JOOLA paddle for every tournament on her schedule, we leaned into a piece of sports history to do it. NOTE: Aaron spent a year as Head of Studio at JOOLA.

The spot is a deliberate nod to the iconic 1980’s Michael Jordan and Larry Bird "trick shot" ads, using that same escalating game of one-upmanship, redone for two of pickleball's biggest names. It was an awesome moment in JOOLA's global campaign for their new Pro V paddle, and it needed to be as awesome as the legacy it's referencing.

We shot inside JOOLA's own studio and pickleball court, which was a deceptively demanding environment. Lighting a full court to everything we were trying to do meant a large, power-hungry rig, with lots of lights, and managing that setup took real infrastructure: substantial power distribution and a crew to keep every fixture dialed in without slowing the day down. That balance and a complex lighting system that still lets you move fast was the whole challenge here, because a shoot built around athletes and choreographed shot-making doesn't leave room to fall behind schedule. Everything went smooth and this was even featured on ESPN!