FJ 1857 Collection Launch/Activation
With a rich understanding of the brand ethos and history, I began with the creation of a brand narrative true to FootJoy’s heritage and authenticity as a 160-year-old handcrafted shoemaker. Using the narrative as our guidepost, I created the entire brand experience and expression that generated excitement within the industry and was honored with the Breakthrough Booth award at the 2018 PGA show. To generate an internal rally-cry and excitement around the new collection, I documented, on location, the 160 steps it takes to make the shoes by hand to capture the essence of the collection.