Factory Gets ‘Radical’ in New Effort for HEAD Tennis

By Erik Oster 

Despite its reticence to speak with the press, Factory Design Labs appears to be alive and well, as evidenced by the agency’s new spot for HEAD Tennis, created in collaboration between the agency’s Denver and Zurich offices.

The 30-second spot stars Scottish tennis pro (and current number two player in the world) Andy Murray. Entitled “Radical,” the spot is light on dialogue and narrative and heavy on the VFX, featuring an embodiment of the brand’s logo escaping a Murray blast and overtaking the city before the ads ends with the tagline, “The Future is Radical.” The abstract, vaguely futuristic feel of the ad is meant to mirror the HEAD Radical racquet itself. Supporting the broadcast effort are print and social initiatives, also handled by Factory, which, like the broadcast spot, are designed to target a teenage/millenial demographic.

“For us this was not only about Radical being the future for tennis racquets, but about challenging ourselves and creating a campaign that defines the future for product launches,” said HEAD Racquet Sports advertising director Fabian Fehr. “Together with the Factory Design Labs team, we succeeded in bringing this to life across all communication channels. We really pushed the boundaries here.”

“We brought creative minds from around the world together in order to create a high-profile campaign that will have a lasting impact on the consumer,” added Factory Design Labs Denver creative director Jeff Erin. “This was the ultimate example of creative collaboration. The experience of getting from concept to final delivery was memorable on so many levels.”


Agency: Factory Design Labs
VP Creative Director: Kris Fry
Creative Director, Copywriter: Jeff Erin
Copywriter: Jeff Erin
Senior Producer: Dai Davison Knock Knock Productions
Account Director: Eirikur Gudleifsson
Production Company: Knock Knock Productions, London
Director: Paul Dixon
Director of Photography: Chris Clarke
Executive Producer: Daniel Chaput de Saintonge
Producer: Dai Davison
Animation, Visual Effects Production: Hoxton Redsox, Andy Poppelstone
SFX Supervisors: Paul McGeoch, Stefan Gerstheimer
Music Company: Zelig Sound, London