Video Series: What's in the Bag
One of the hallmark curiosities of the amateur golfer is learning more about what professional golfers keep in their bags – from the equipment to the accessories, to more subtle nuances like superstitions about the coins and markings they use with their golf balls.
In 2014, I led ideation, creative direction and execution on a new, multi-camera video concept that features short interviews with professional golfers Justin Rose, Jason Day and Dustin Johnson “unpacking” the tools of their trade. This shoot include a static overhead camera to give our audience a real sense of the range of items a pro golfer keeps in their bag.
Collectively these videos generated more than 250,000 views on YouTube with exclusively native promotion in our social channels — no ad spend. This output showcases how the concept resonated with golfers and fans of the TaylorMade brand in a meaningful way.




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Role Ideation / Creative Direction / Execution
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For TaylorMade Golf
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Date 2014
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Type Videos
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URL www.youtube.com/watch?v=AKQoTFjEUhw&list=PLA5ZdrEA5hoL7UMlarzBpWzAsmt1dIoXH
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