How tennis balls are made (and how to tell a brand story)

Posted on by Guy Cookson

How to Make a Tennis Ball from Benedict Redgrove on Vimeo.

One of the things we often advise our clients to do is to take their customers behind the scenes. Introduce the team, tell the backstory, show how the product comes together. Marry this to a compelling value proposition and it gives prospective customers a real feel for the company (and feelings are important – few of us buy on a purely black and white “logical” basis).

And that’s why this hypnotic video by Benedict Redgrove about how Wilson tennis balls are made is so good for the brand. From It’s Nice That:

Photographer and filmmaker Benedict Redgrove has created this wonderful three-and-a-half-minute film for ESPN, which captures the process of making a tennis ball at the Wilson Factory in Thailand. Each ball in the factory goes through 24 steps, and the hypnotic operation sees the balls germinate from taut rubber sheets rotating on a machine into fluffy, fluorescent spheres of bounciness, all stamped with the Wilson logo.


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