Campaign development for refreshed creative concept, “It Starts Here.” The narrative reframes Pinehurst not as a monument to the past, but as a living, breathing tradition renewed with every round played and every champion crowned.
To bring this to life, we intentionally stepped away from the category’s expected sweeping golf course imagery and drone footage. New photography and cinematography was meant to capture an authentic experience, designed to feel as intimate as user-generated content, yet shot with professional polish These story-driven moments showcase not just the courses, but the experiences Pinehurst makes possible.
Agency: Wray Ward
Art Director / Designer: Erin Doerflinger
Copywriter: Rachel Baker
Videographer: Justin Smith
Photographer: Matt Kalinowski
Production: Lew Dameron