Callaway PARADYM Ai Smoke
Data Lab

Nudite Ikseon, Ikseon-dong, Seoul · 2024

An experience that records a test swing and brings it into the brand’s world on screen.

Client
CALLAWAY
Year
2024
KNOVCOMPILE's role
RFID tagging and swing recording system
Custom app · Video server · Real-time compositing
Line LED control and direction
Large video wall and driver sculpture at Callaway Data Lab

One swing,
part of the brand’s story.

PARADYM Ai Smoke was developed using swing data from real golfers. At Data Lab, the hands-on experience of swinging a club continued on screen. Each visitor’s test swing appeared inside a giant driver, becoming part of the product story.

A space to revisit the moment you recorded

The video recorded in the hitting bay stays linked to an RFID chip. Tap the same chip at the sculpture to replay your swing.

Top-view spatial models of the two hitting bays and the video sculpture area
01 · Hitting zoneTagging · Swing recording
02 · Video sculptureTag again · Personalized video · LED sequence

One chip connects your swing across the experience

  1. Model illustrating RFID tagging

    01Connect with a tap

    Tap the RFID chip on the reader to identify the participant for recording.

  2. Model illustrating swing recording

    02Record the swing

    Staff control recording from a tablet while the camera captures the test swing.

  3. Model illustrating a visitor viewing their swing video

    03See yourself on screen

    Tap the same chip at the sculpture to see your swing appear in the video.

01

Tap, swing,
and keep your own moment.

Visitors focus on their swing while staff start and stop recording from a tablet. The recorded video is linked to the chip’s unique ID so it can be retrieved in the next space.

Recording a swing in the hitting zone
  1. Line illustration of participant identification

    01Identify the participant

    The reader reads the RFID chip’s unique ID.

  2. Line illustration of recording control

    02Control recording

    Staff start and stop recording in the dedicated app.

  3. Line illustration of saving a swing video

    03Save the swing video

    The camera’s recording is saved with a link to that chip.

RFID chip and reader in the hitting zone
Staff app for controlling recording
The bay where test swings are recorded
02

As your swing appears,
the product story begins.

Tap again at the driver sculpture to retrieve the recorded swing. It is composited in real time into the promotional footage, while line LEDs extending behind the sculpture play a sequence designed to accompany the video.

From RFID tagging to a personal swing video and promotional footage
  1. Line illustration of retrieving footage with the same chip

    01Retrieve with the same chip

    Use the chip from your recording session to find your video.

  2. Line illustration of playing back a personal swing

    02Replay your swing

    See your test swing again on the screen inside the sculpture.

  3. Line illustration of the link between video and light

    03Connect video and light

    The personal video composite and line LED sequence unfold together.

Tagging to retrieve a personal video
The sculpture’s screen displays a visitor’s swing.

Light extending beyond the screen

Line LEDs flow through the separated parts of the driver sculpture. Linking video progression to light movement draws the viewer’s attention from the product into the surrounding space.

Line LED sequence connecting the separated driver structure

A video system connecting two spaces

Visitor input

RFID chip

At the hitting zone and sculpture,
recognize the same unique ID

Video connection

Recording and video server

Tablet recording control
Stored video retrieval and real-time compositing

Spatial response

Screen and line LEDs

Personalized video playback
Programmed light sequence

Scenes from Data Lab

The large video wall and driver sculpture together on site

Credits

Client
CALLAWAY
Event
PARADYM Ai Smoke Data Lab
Nudite Ikseon · 2024
RFID and swing recording system
Custom app · Video server · Real-time compositing
Line LED control and direction
KNOVCOMPILE