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CALLAWAY BIG BERTHA
PROJECT TYPE
Creative Direction, Art Direction, Social-First, Video Editing, Sound Editing, Motion Design, Digital Design, Social Strategy, Print Design, Retail
YEAR
2022
I led the digital-first launch of Callaway Big Bertha across EMEA during COVID-19, operating as the sole in-house designer while multiple markets remained active. With traditional production restricted and no access to player-led content, I partnered with the Head of Retail to redefine the campaign approach, shifting to a social-first, motion-led strategy designed to build anticipation and drive sign-ups while audiences were at home.
I developed and art directed a new creative direction centred around animation and illustration, creating a dynamic, high-impact visual identity that could perform across digital channels without relying on live-action shoots. I designed and deployed the full campaign ecosystem end-to-end, spanning retail and visual merchandising, social content, video, and rich media ads, including build and implementation.
This approach allowed the campaign to remain agile and market-relevant across regions including Germany, Japan, and the Middle East, each with differing restrictions and audience behaviours. The result was a cohesive, high-performing campaign that maintained momentum during lockdown, positioned Big Bertha for launch as golf reopened, and demonstrated my ability to lead creative direction and delivery under pressure at scale.
