Finding Fast, The TaylorMade Driver Story

No Focus Groups, Just the Best Golfers in the World: TaylorMade Turns Product Development Into a Short Film featuring Team TaylorMade.

TaylorMade released today a 17-minute brand film, “Finding Fast: The Story of Qi4D, Our Fastest, Most Fittable Drivers,” that chronicles the brand’s relentless commitment to innovation. The cinematic film tells a story of the iconic history, motivation, and process behind the creation of its new Qi4D driver, and features TaylorMade athletes Scottie Scheffler, Rory McIlroy, Tiger Woods, Nelly Korda, Collin Morikawa, Tommy Fleetwood, and more of Team TaylorMade alongside TaylorMade CEO, David Abeles, and its top engineers.

For TaylorMade, the film represents an untold and vulnerable story, 46 years in the making. After pushing innovation to—and sometimes beyond the limits, TaylorMade committed to reclaiming its position as builders of the fastest, most fittable drivers in golf. The film, developed in partnership with TaylorMade’s longtime agency, Zambezi, was directed by Travis Hanour and produced by FIN Studios with Executive Story Producer Daniel Amigone, resulting in a high-craft piece of documentary storytelling that peels back the curtain in a brand new way.
As a first-of-its-kind documentary for TaylorMade, the film appeals to golfers and sports fans alike, drawing viewers in with a close-up look at the all-new Qi4D aerodynamically advanced heads, and a revolutionary new shaft system—all crafted with the goal of making every golfer faster.
The 4D in Qi4D stands for “four dimensions” of speed: the face of the club, aerodynamics, the shaft dynamic, and fitting. Throughout the documentary—where Zambezi and FIN built intensity with behind-the-scenes looks at TaylorMade’s secretive engineering bays, field tests, and data collection with real-world golf pros and influencers like Grant Horvat, and a chanting string chorus paired with mood-setting color grade—TaylorMade’s audience gets the most sophisticated inside look at the development of their fastest driver in four decades.
Through audience studies, TaylorMade and Zambezi confirmed that its loyal follower base of motivated golfers are also content—and long-form content—enthusiasts. Data showed that 70% of core golfers use social media to find new equipment, and TaylorMade earned its highest engagement, spanning YouTube and Instagram, with its longer, more in-depth videos. With a captive audience unique to the brand, including one of golf’s most avid Instagram feeds (2.5M), they created a 17-minute story to ignite both fans and new purchasers with legendary pros and the film format they crave.
FIN Studios produced the documentary over several months and multiple states nationwide, using coveted time with the featured star golfers to dig deep into their highly detailed testing process. Their devotion to perfection led to the brand message and the visuals for the film, from driving range sessions to meticulous measurements and the entire building process.

The film’s :30 teaser went live on broadcast earlier this week on Golf Channel, and will air on CBS, NBC, and ESPN over the course of the flight. Media will run on YouTube with digital and paid support on endemic websites. The social rollout includes legendary pros Scottie Scheffler, Rory McIlroy, Tiger Woods, Collin Morikawa, Nelly Korda, Tommy Fleetwood and more of Team TaylorMade all activating around the film.

“At TaylorMade, our R&D process has never been about safe bets or traditional focus groups; it’s about answering to the most discerning eyes in the game,” said Bob Maggiore, Chief Marketing Officer at TaylorMade. “With Finding Fast, we wanted to share our journey, acknowledging the highs and the hard-fought lessons that led us to Qi4D. This film is more than a product launch; it’s a testament to our pursuit of speed and a gift to the golfers who, like us, obsess over every yard and every innovation.”
“We knew that to tell the story of Qi4D, we had to move beyond the typical 'equipment' spot and create something that felt as high-stakes as a Sunday at a Major,” said Jay Morrison, Creative Director at Zambezi. “The core golfer is a sophisticated consumer who craves depth, so we leaned into a cinematic, documentary-style approach that captures the pressure and intensity of production creation, from the halls of R&D to the driving range and testing. Our goal was to pull back the curtain on TaylorMade’s secretive process, showing the world that 'Four Dimensions' isn't just a marketing claim—it’s an obsessive engineering feat forty-six years in the making.”