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To promote professional golfer Jack Nicklaus’s annual golf tournament in his hometown of Columbus, Ohio, Boston-based digital agency Upstatement teamed up with the PGA TOUR to create an experimental site with an immersive storytelling format. In 36 chapters, the site dives into Nicklaus’s golfing career from his serendipitous introduction to the sport to his college years to his post-retirement charity work, divided by portraits of the golfer from illustrator Nigel Buchanan. Upstatement paid careful attention to how the site would appear on different platforms. “The majority of the PGA TOUR’s traffic is mobile, especially social media referrals,” says Scott Dasse, creative director at Upstatement. “We made this website feel as close to a mobile app as possible, using multidirectional swipe and tilt gestures as way to navigate—the result is something akin to a Snapchat story. Of course, that also meant creating an entirely different set of interactions and layouts for desktop, more complex than a typical responsive site.” Upstatement also developed the story as a progressive web app, enabling users to read the story offline. “For a 36-chapter piece, this functionality made sense,” Dasse adds. “It supported our goal of pushing digital storytelling forward.” 

jack-columbus.pgatour.com

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