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Sheldon Melvin, art director
Miles Abbott, writer
Kevin Buth, creative director
Tony Joo, agency producer
Active Theory, project design and development
Zambezi, ad agency
Ashworth Golf, client

Launch Site 

“Beautiful photography and subtle design details. More like golf poetry, pure indulgence.” —juror Natalie Lam

“Golf/Man implements editorial content in an interactive way, allowing users to seamlessly choose their own adventure.” —juror Megan Meeker

Overview: After exploring Golf/Man, one emerges from the multivolume website itching to swing metal clubs on velvety grass. On this website, golf lovers can do it all: watch a video of professional golfer Justin Rose putting on Florida’s Streamsong Resort course; read an interview with Mike Keiser, owner of Oregon’s Bandon Dunes Golf Resort; admire photographs of Oregon’s Chambers Bay, Gold Mountain and Gamble Sands courses; and purchase polos from Ashworth Golf’s newest apparel collection. Visitors are free to meander across the site’s many media offerings, creating an experience as vast as the links-style golf courses featured on its pages.

•The website offers in-depth features, photos, videos and Ashworth Golf’s latest gear.
•Golf/Man is a mixed-media catalog and interactive digital experience.
•The website reflects a shift in golf toward the more natural, raw, links-style courses.

Comments by Zambezi:
What was the purpose of the project? “Ashworth, an apparel brand steeped in authentic golf history, needed to reinvigorate its presence in the golf world. From the travel to the food to the courses themselves, Ashworth is exploring the world of the adventurous golfer. Our aim was to inspire golfers to have their own unique Golf/Man-style experiences.”

What was the most challenging aspect of the project? “With a limited budget and a dated e-commerce site, we needed to deliver a campaign that showed that this legacy label had evolved into a stylish, premium lifestyle brand in touch with the soul of the game.”

What are the project’s core features? “The Golf/Man site features a mix of in-depth articles, ‘snackable’ content, striking imagery, cinematic short films and real-time social integration, all while showcasing products as part of a larger brand narrative.”


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