SAMSUNG X PGA CHAMPIONSHIP
I led design for Samsung's Hole 360 VR Experience, an activation at the PGA Championship in Baltusrol that blended live sports, technology, and experiential storytelling.
My team conceptualized the space, which featured circular hitting bays with artificial turf, multiple VR pods, SUHD TV displays, and Dolby Atmos sound demonstrations within a large Samsung-branded pavilion. Alongside photos from the activation, the work here reflects the campaign vision I would bring to extending an experience like this beyond the event itself.
The PGA Championship crowd is not driven by bargains. They are driven by ambition, excellence, status, intellect, and premium experiences. Like all of us, curiosity and FOMO are powerful drivers for them.
The Samsung Hole 360 campaign needed to feel premium, aspirational, and cutting edge, like a preview of technology not available to the public. Attendees would be there for the golf, but if the campaign was strong enough to break through, I wanted them to leave having experienced something rare, and to feel compelled to tell others they had seen it first.
Visually, the campaign feels clean, high-end, modern, and cinematic. Perfect athletes. Controlled lighting. Desirable aesthetics in every frame. The combination of beauty and emergent technology demands attention.
I also chose to place the athletes in a studio environment rather than on a golf course to create a sense of otherness - something unfamiliar and out of reach.
The work seeks to pull out of the ordinary and into the exceptional, and deliver a feeling of significance for having been a part of something highly unique.
