The PGA Tour is the only major sports organization to hold its season championship in August—and they want you to know it.
The message takes center stage in a new cross-promotional campaign for the FedExCup Playoffs, taking place August 8-25. Previously, the competition was held in September—the same month that college football kicks off—leading the Tour to back up a bit and claim the month of August as their own.
To relay the news, excite fans and educate them about the revamped three-tournament series, the PGA Tour’s creative studio and brand marketing departments tapped Los Angeles-based Troika Mission Group to develop a campaign inspired by summer movie blockbusters.
Troika, which helped the PGA Tour develop its first overarching campaign shift in 20 years, developed the concept that incorporates the idea of PGA Tour “owning” the month of August. To play off the action-movie concept, PGA Tour stars— such as Justin Thomas, Adam Scott and Justin Rose—were captured in fast-moving, five-second spots that imitate how heroes and villains are presented in movie trailers.
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The theme continues into a 60-second commercial spot, merging clips of past PGA Tour events—including Tiger Woods at the 2018 championship—with additional shots of the star athletes. The campaign will also unveil additional spots that incorporate scenes from the upcoming blockbuster film, Fast & Furious Presents: Hobbs & Shaw.
“With this one opportunity to play up the significant impact the competitive changes will have on the FedExCup Playoffs, it was important to deliver a new and innovative campaign that would capture the imagination of our fans,” said PGA Tour Commissioner Jay Monahan. “Our team did a terrific job in developing the action-movie concept and then bringing the vision to life with the help of our athletes. We’re very excited about the end product and being able to share it with our fans.”
To back the dynamic visuals, PGA Tour and Troika joined forces with global sonic studio, Man Made Music, and renowned musician, producer and composer of Hobbs & Shaw’s musical score, Tyler Bates. Together, they produced all music and sound elements to unite the cinematic elements.
“As an avid sports fan, it was a great opportunity to produce music for one of the most significant series of events in professional sports today, the FedExCup Playoffs,” said Bates, who co-produced all audio with Man Made Music’s Joel Beckerman and Amy Crawford.
The campaign will debut across television and digital platforms two weeks ahead of the main event. It’ll also be featured in movie theaters throughout all three Playoffs markets—Jersey City for The Northern Trust, suburban Chicago for the BMW Championship and Atlanta for the PGA Tour Championship—the week prior to each tournament.
President: Dan Pappalardo
Head of Studio: Ann Epstein
Executive Creative Director: Gil Haslam
Design: Neng Tea & Craig Stouffer
Animation: Craig Stouffer & Emilio Sa Colorado
Editorial: Sam Hazlett & Aaron Carpenter
Copywriter: Craig Cleek
Supervising Producer: Dione Li
Associate Producer: Ty Schmieder
Account Manager: Aaron Saprio
Music: Man Made Music & Tyler Bates
Founder, Composer & Producer: Joel Beckerman
VP, Supervising Producer: Amy Crawford
Producer: Mickey Alexander
Composer of “Only One 2019” for the 2019 FedExCup: Tyler Bates
Co-composer of “Quest 2019” for the 2019 FedExCup: Joshua R. Mosley
Client: PGA Tour
Chief Commercial Officer PGA Tour: Tom Wade
VP Creative Studios PGA Tour: David Piccolo
VP Brand Marketing PGA Tour: Tom Kuhn