Genesis Invitational

Genesis is a luxury brand for those who don't follow the norms of traditional luxury. They create their own distinctive culture. So when it came to the Genesis Invitational golf tournament, their approach to golf was anything but expected.

With the brand platform "Make The Game Your Own" we created a holistic campaign and call to action that spoke to the heart of those who were both lovers of and newcomers to golf, as well as those who craved a new kind of luxury. One that was fresher, younger, but mostly one that let them be completely themselves.

We focused on inclusivity, distinction and innovation by partnering with up and coming creators and athletes in the space, like Jake Hutt of Dryvegolf, Jonas Never, a street muralist, and created a unique skills mashup content series starring golf champion Max Homa and Snappy Gilmore who blew up TikTok with his one-handed drives.