Glitz, glamour, and golf

HSBC

Bringing disco and dancing to a global sporting event. 

Project
summary

Art Direction
Advertising
Film
Digital
Experiential
Social

Agency: Saatchi & Saatchi
Design: Nathan Crawford
Creative Direction: Kate Stanners
Photographer: Rick Guest
Post prod: Smoke & Mirrors
Dressmaker: Erevos Aether

My role: Creative, art direction & design

Brief
HSBC needed an identity and campaign for the Women’s Golf Championships in Shanghai. Our response had to ensure visual standout, appeal to a  young audience and feel larger than just golf. 

But, we'd have no access to talent.

Solution
We developed a campaign that combined golf terminology (dancefloor slang for putting green), with the visual language of dance and disco.

This included abstract, fashion-inspired representations of the sport, using light, color, and music to create a vibrant digital presence.

Our idea influenced the whole event - Upgrading and transforming the 13th hole celebrations into a festival featuring live music and food stands.

Impact
The campaign helped broadened its appeal by making the championship feel more accessible and memorable.

I was the Creative Lead, working From idea to delivery.
Working with Erevos Aether, a talented dress and prop maker who made the suit. And Rick Guest, a photographer who understood light really well. 

The campaign was rolled out across OOH, to flags, to display banners 

We used a bespoke made reflective disco suit, percise lasers, and technical shooting equipment.

Campaign touch pints included OOH,
idents, flags and experiential.