Golf can be intimidating, especially for those just entering the sport. The PGA of America challenged my team to create a campaign to help introduce PGA Jr. League (PGAJL) to new and prospective participants and to enhance the approachability of golf as a team sport for both kids and teens.

By conveying a story that centered around golf, emphasizes creating a teambuilding environment that is welcoming and inclusive for golfers at any skill level. Additionally, explaining the rules of the game in a fun and memorable way, promote the inclusive and social aspects of the game, and dispel myths around the world of golf.

Our story focuses on Carlos, an amateur Bigfoot hunter, who has tracked Bigfoot to a golf course. Carlos must go undercover in the PGAJL to find more clues to prove the big guy does exist. Carlos is interested in sports, but he is much more concerned with his mission to find bigfoot. However, during his investigation, Carlos and his friends uncover the misconceptions of golf and may an encounter with Bigfoot himself.

Bigfoot represents the intimidating nature of golf and the player’s lack of confidence in technical aptitude. As our characters become more proficient in their play and realize they are stronger as a team, Bigfoot (or golf) becomes more playful and less intimidating.

We created a four-minute animation with an engaging story to showcase the social aspects of the league. Creating a cast of six, diverse characters to convey the inclusivity of the sport, this animation features a high-level view of the rules of the game while dispelling myths around golf.

The printed Game Guide is a 32-page interactive book for players to enjoy on and off the course. This Game Guide reduces the Official Conditions of Play rules in a digestible and engaging book around general course knowledge, gameplay and safety through comics and activities. Also developed whiteboard modules that are informative tools for parents, coaches and captains learn about the program, open enrollment, parent and coach testimonials, and supporting statics through visual narratives.

The story of Carlos has been shared on social media, PGA’s website, PGAJL’s website and in training sessions. It has garnered nearly 7,000 views on YouTube alone, while the Game Guide has been distributed for more than 15,000 copies to players.

Since the rollout of this campaign, more than 11,000 players have signed up for the 2020 season. I am proud to have been able to assist the PGA of America and the PGA Jr. League to reach a wider, younger audience by crafting a narrative around their brand and disseminating their key messages in an entertaining and memorable story.

The characters created for this project can be used as content for marketing materials, sales collateral, in future animations and training materials with an opportunity for future world-building. Not to mention, deepen the connection for the PGAJL brand with a younger age demographic moving forward.