About this video
When Apostrophe started working with Tennis Channel, we wanted to mark it with something of our own. This ID isn’t client work. It’s our tennis-themed love letter to a new partner. The idea started as a rough storyboard. We open on an extreme close-up of a player holding a ball. The camera rotates out through a wide-angle lens as the ball goes up. Time slows for the serve, then a hard cut on impact follows the ball over the net. In the final beat, the ball becomes the Apostrophe logo. We pulled from sports animation with real attitude: wide-angle distortion, squash and stretch, speed lines, and grain that keeps every frame feeling handmade. Late in the process, the logo felt too clean and too vector next to everything around it. So we redrew it by hand and pressed it into the ball like a rubber seam. The result is a few seconds of tennis that feels like Apostrophe: a little rebellious, with Southern charm.
About Apostrophe
Credits
Creative Director: Ryan O'Hare Animator: André Dias Sound: John Wilkinson Project Manager: Monica Horn Intern: Aidan Dombrowski