EASTSIDE GOLF

Role: Founder / Head of Creative | Unsurfaced™
Scope: Creative Direction | Concept Development | Scriptwriting | Content + Film | Client Leadership | Production

When the original path to market for CHANGE 1961 stalled, I led our team in rethinking the launch around the history that gave the collection its meaning.

Rather than treating it like another product drop, we built the story around the moment Charlie Sifford became the first Black golfer to compete as a full member of the PGA Tour. Through a mix of live action and animation, we connected the product to a larger story of legacy, access and Eastside Golf's mission to change the game.

I led a five-person creative and production team across concept development, copy, scriptwriting and video production. I managed the client relationship, presented the creative, oversaw the budget and led the content shoot from pre-production through execution.

The launch generated 150K organic views with no paid media and earned Silver at the Anthem Awards.