For PXG’s Fall/Winter 2023 launch, we wanted to tell a story about “Stepping up to PXG.” To create a striking and modern evolution of typical golf apparel photography, we moved the shoot off course and built an in-studio set of stark white with different leveled steps, each capped with grass.

I directed the photoshoot and built out the creative across social, web and a printed look book, layering tech-inspired graphics and cropping on top of the photography to echo the collection’s technical details and elevate the brand into a distinct, editorial identity.

Creative Direction | Art Direction | Campaign Design