XXIO project shot by Director of Photography Sherman Johnson

XXIO "Big Easy"
Director: Kip Hewitt
Production Company: Manic Productions

XXIO “Big Easy” is a commercial campaign starring professional golfer Ernie Els, directed by Kip Hewitt and photographed by Director of Photography Sherman Johnson. Produced by Pete Guzzo and Manic Productions, the project was filmed in West Palm Beach, Florida. Created to promote the XXIO Big Easy irons, the campaign centers on Ernie Els and the effortless swing that earned him the nickname “The Big Easy.” Filmed on a South Florida golf course during the early hours of the day, the project combines performance-driven storytelling with atmospheric natural light and expansive golf course imagery. Photographed with Cooke Special Flare Anamorphic lenses, the visual approach emphasizes dramatic landscapes, rich contrast, and a cinematic widescreen presentation. The anamorphic photography and natural conditions help create a premium visual style that complements both the player and the product.