steve mendonça
creative director
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Topgolf

Topgolf came knocking, needing a complete overhaul of their brand. From the design system, tone of voice, look and feel, film, lobby entrance and even the pro shop. Truly a reinvention.

The desire was to be seen as an incredible place to go and just play.

Play became our north star and from there everything else followed, even the customers.

To do this right, every detail mattered — what the gloves looked like, felt like, and sounded like. What material they were made out of. How they moved, expressed themselves and interacted.

How big are they? (About twice as big as a human head). Do they talk? (No.) Should the handedness of their head match whether they play righty or lefty (Yes.).

When it was all said and done, we had replaced 418 heads with hands, put 110 matching CG gloves on actual hands, comped in 3 CG golf balls, and created one wild ride of a film.

Couldn't resist the temptation of a fashion shoot and put an ad in Vogue.

Hundreds of custom animations and designs for our logo, gloves and golf balls were created for on premise and social.

Hundreds of custom animations and designs for our logo, gloves and golf balls were created for on premise and social.

The campaign resulted with a 14% increase in visits. 13% increase in brand love and a jump in brand awareness in cities near a Topgolf from 34% to ~49%

And of course we plastered our Hand Head Crew all over with bold OOH.