U.S. Amateur Championship

Plenty of people like to amateurishly play golf. Very few people enjoy watching golf be amateurishly played. So when we were tasked with driving U.S. Amateur ticket sales, we knew that tapping into avid golfers’ love of the game and suggesting that they might play a part in the next great player’s rise to fame were the best ways to do it. After all, every legend starts somewhere.

We were given a production budget of $5,000 (nope, not a typo) and access to a vast library of the PGA’s legacy footage. Relying almost entirely on in-house talent, we cut a TV spot for local broadcast, printed in-store posters for local golf retailers and animated a video loop to play on screens inside the hosting country club’s facilities. It took some late nights and some steep learning curves, but in the end, we made our production budgets (and arguably the tournament’s competitors) look a lot more professional than they really were.