The PGA wanted to bring younger players and viewers to their sport. We helped by introducing their target to a new kind of tour player - the bold, slam dunking, dirt biking crashing guns of the PGA.
GSD&M came to Digital Kitchen to produce this series of spots to celebrate the new PGA Tour, featuring some of the most compelling names in golf. The series represents a new approach for the PGA Tour. Gone are the glossy, staged heroics and professional voiceovers. Instead, we bring the audience ‘inside the ropes,’ depicting the game from multiple perspectives. Original live-action footage, candid off-the-course moments, broadcast highlights and home videos are all set against an audioscape of off-the-cuff fan voices captured on the course. These dynamic and intimate portraits emphasize our own personal identification and empathy with these athletes rather than the idolatry traditionally associated with professional sports.