Callaway Golf teamed up with Vice Sports to create a 10-minute docu-style short film called Golf Lives. It is an unprecedented immersion into Callaway Golf through the eyes of an American rap legend, Brad Jordan (aka Scarface). My role was to create a landing page for the documentary, as well as an animated social GIF to spread awareness.
Let’s be real, when was the last time you heard of a golf company having street cred? This documentary featuring Scarface was completely unconventional, so the marketing had to follow suit. My objective was to appeal to the hardcore traditional golfers, as well as the young millennials. This was achieved by creating a really clean landing page that mixed in edgier elements of photography and animation. I had to be sure that I was staying authentic to Scarface, as well as Callaway Golf at the same time.
I am very pleased with how the landing page turned out. This page has some of the highest retention rates that Callaway has ever seen. The social GIF was a fun way to promote the page. It was amazing to be a part of this project… I hope there’s more to come!
Check out my other projects below.