Square2Square.

Good Judgement Golf makes the Square2Square, a short game assist tool that keeps the club face square through the stroke and builds proper form. Useful product. Difficult thing to sell in a feed.

The obvious version of this video is someone in a garage holding the product up to camera and explaining an angle. Those get made every day and nobody watches them twice, least of all the golfer who has already scrolled past four of them.

So we did not shoot a demo. We wrote a comedy piece and cast actors, and built the story around the product rather than about it. The S2S earns its screen time by being part of the joke instead of interrupting it.

Two minutes is a long time to hold someone on a product video. It works because the thing holding them is the story, and the product arrives with it rather than in place of it.