Equipment
Fujikura does not sell a lifestyle. It sells a shaft that tour players bet a season on. The creative had to feel like that: carbon, gold, one claim, no extra story.
I built the paid and social system around a tight visual rule — black ground, a rake of light on the weave, type that behaves like a spec sheet. Units were designed as a family so a story, a display banner, and a feed post look like they came off the same desk.
The mock below is from that system: editorial placement next to a Monday Finish story, and a giveaway frame built for mobile. Same shafts. Same gold. Different jobs.
Golf advertising loves a smiling foursome. This brand does not. We kept people out of the hero frames and let the object carry it. When a statistic had to appear — number one on tour, a model name — it was treated as a stamp, not a paragraph. The work should feel like an upgrade, not an ad.