2022 PGA TOUR
Season Branding
For the 2021-2022 season, we divided the season into Arcs. I lead the creative direction and executed the design for the national marketing campaign for the PGA TOUR. The campaign consists of print ads, HTML5 digital ads and television promotion. I worked with a team of digital designers, video producers, and art directors to create the final result. I incorporated a collage look to emphasize our different stories and create a flexible and adaptable system that would work across all mediums.
The first arc on the PGA TOUR is focused on players returning to the season, looking to get ahead and gain momentum for the race for the FedExCup. We wanted the creative to tell the stories of what is to come in the season and the ability to highlight different players, fans and scenes.
ARC 2 MOODBOARD | GRIT - ENERGY - COMPETITIVE
During the second Arc of the season, the competition intensifies as the events grow in difficulty. Leaders are established and guys look to gain the lead on more difficult courses. Creatively we're featuring intensity and grit by including larger players and layered textures to channel the grind of the season.
