How Your Video Strategy Can Drive Representation
Will Lowery and Doug Smith for GolfNow’s “The Next Round”
How Your Video Strategy Can Drive Representation
Golf isn’t just a sport—it’s a space where connections are made, challenges are overcome, and stories are told. But for far too long, it’s been a space that hasn’t reflected the full range of people who love it. That’s why stories like these are so powerful. They remind us of how much representation matters.
With Black History Month around the corner, we’ve been thinking about one of our favorite projects with GolfNow. In this four-part social series, we produced, two of golf's inspiring voices, Will Lowery and Doug Smith share their love for the game and why representation on the green matters.
Black History Month is a time to celebrate those who’ve paved the way, amplify voices that inspire, and keep pushing for progress in every space—including the green.
So, as February approaches, let’s get ready to celebrate, uplift, and share the stories that truly matter. Because when more people see themselves in the game, everyone wins!
Powerful Storytelling Drives Marketing Results
When we partnered with GolfNow for this project they were working on new ways to engage their social media audience. They wanted to go beyond ads and promotional content and dip their toes into branded content. We pitched the idea of the series as a way for them to showcase their work with golf courses and their support for the next round of leaders in the space. We had a vision for going beyond the typical one-off performative Black History Month type of content that is so often used as a last-minute marketing fill. Instead, we created something unique that puts storytelling first and highlights the brand’s commitment to representation.
Check out episode one below, part of a campaign that got 200k views at its launch.
Let us help you create something meaningful. We offer full-service production services for people and brands who want to create engaging content that drives results. You can learn more and check our recent projects here, or contact us here.
