DEFINING THE NARRATIVE
As creative director, it was my job to lead the ideation process and ensure that our concepts were not only visually compelling and impactful, but also aligned with the overall goals of the Masters campaign. We had to consider the target audience for each concept, as well as the logistical challenges of bringing them to life at an event as large and complex as the Masters. It was essential that we created concepts that would truly engage and excite attendees, while also staying true to the brand and values of the Masters. Developing experiential marketing concepts for the Masters was a unique and demanding project, but it was also incredibly rewarding to see our ideas come to fruition and be embraced by the audience.
I was especially excited to work on the fashion concept for the Masters campaign, because I have a deep love for fashion and I knew that this was an area where we could really push the boundaries and do something unique. The idea was to partner with Tyler the Creator and his golf fashion line LeFluer to create a series of pieces that would appeal to both the fashion industry and the next generation of golfers. We wanted to take the iconic Pantone Color P432, which is the trademarked green used by the Masters brand, and reinterpret it in a fresh and modern way. We decided to incorporate other colors into the line as well, such as gold, which is a staple of the LeFluer brand.
To debut this concept, we came up with the idea of a guerrilla-style fashion show in the middle of a busy intersection in the fashion districts of LA, NY, and Paris. We wanted to create a sense of excitement and surprise, and what better way to do that than by popping up in the middle of a crowded city street? We imagined Tyler the Creator performing on a miniature golf green that was covered in over-the-top greenery, with models walking up and down the fairway in the P432 outfits. We knew that this would be the perfect way to grab the attention of media and influencers, and we hoped it would generate a lot of positive PR for the Masters brand. Overall, it was a fun and challenging project that allowed me to use my creativity and storytelling skills to help bring a unique and memorable experience to life.