Create an activation that captured attention and conveyed Dobel’s premium identity. We aimed to showcase the brand’s smoothness in a modern, visually stunning way. The experience needed to feel refined and reflect Dobel’s commitment to mastery. It also had to drive engagement, encourage sampling, and support local purchasing. Key brand sponsorships, like Carlos Ortiz and Jon Rahm, were also highlighted as part of the experience.

We focused on three key groups: PGA TOUR attendees, VIP guests, and tastemakers in retail and on-premise settings. These were people who value authenticity, craftsmanship, and luxury rooted in substance—not status. They respond to brands that speak with depth, confidence, and clarity.

I served as Art Director on the program from 2021 to 2025. I led the visual direction for each year’s activation and translated brand strategy into physical experiences. My work included everything from look and feel development to overseeing execution. I also used learnings from each year to evolve and refine the experience over time.

This work was brought to life with a cross-functional team. I partnered closely with a creative director, designer, copywriter, motion designer, and account leads. We also collaborated with our internal producer and fabricators to ensure the final execution felt premium, intentional, and true to the brand.