Challenge: Create a series of broadcast spots for PGA TOUR with a modest budget that would be aired nationally during prime tournament coverage on all major networks. The spots would announce PwC's sponsorship of The First Tee, a nonprofit youth development organization that gives young people of all backgrounds an opportunity to develop life-enhancing values such as honesty, integrity and sportsmanship through golf and character education.
Solution: I chose to use still photographs and recorded interviews with actual First Tee participants to tell the stories of accomplishment and camaraderie that they each genuinely experienced during their involvement with the program. The watercolor textures, brush strokes and ink bleed effects helped bring many of the disparate images together into cohesive spots and also provided a visual metaphor for the growth and development that became their overall theme.
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