The goal of the activation was to create a standout experience that would drive awareness and affinity for Bushmills among PGA TOUR attendees. The experience needed to feel elevated yet approachable, positioning Bushmills as a premium whiskey with cultural relevance and independent spirit. From encouraging longer dwell time within the footprint to increasing product trial through immersive tastings, each element was designed to draw fans in and deepen their relationship with the brand. We also leveraged Bushmills’ sponsorship of PGA TOUR pro Joel Dahmen to create authentic, lighthearted brand moments that increased visibility and shareability.

Golf fans attending PGA TOUR events—ranging from seasoned whiskey drinkers to curious casual fans. Many were looking for premium experiences, comfort between rounds, and memorable moments to share on social media. The activation also aimed to attract lifestyle-driven consumers through cultural touchpoints like fashion (Malbon Golf) and tech-forward experiences (VR tastings).

As Senior Art Director, I was responsible for leading the creative vision and execution across all aspects of the activation. This included concepting and evolving the visual identity of the Bushmills footprint over multiple years, designing the branded environment and key moments within the space—from immersive bars and signage to styled lounge areas and photo ops. Throughout the process, I maintained alignment with the client’s goals, overseeing the creative across physical, digital, and experiential touchpoints.

I collaborated with a creative director on overall vision and strategy, and partnered with a designer to execute visual concepts and spatial design. A project manager, motion designer, producer, and fabricator helped bring the experience to life across multiple tour stops. I also worked closely with account teams and the client to ensure alignment, approvals, and a seamless rollout. The activation was a true team effort, combining creative, production, and strategic expertise.