Busting a Myth
Golf can be intimidating, especially for those just entering the sport. The PGA of America challenged Labs to create an animated series to help introduce PGA Jr. League (PGAJL) to new and prospective participants and to enhance the approachability of golf as a team sport for both kids and teens.
PGAJL asked Labs to convey a story that centered around golf with an emphasis placed on creating a teambuilding environment that is welcoming and inclusive for golfers at any skill level. Additionally, explaining the rules of the game in a fun and memorable way, promote the inclusive and social aspects of the game, and dispel myths around the world of golf.
Finding Their Game
Developing a 4-minute animated story and engaging story to showcase the social aspects of the league. Creating a cast of six diverse characters to convey the inclusivity of the sport, explain the rules of the game, and highlighting some literal and metaphorical myths around golf.
Our story focuses on Carlos, an amateur Bigfoot hunter, who has tracked Bigfoot to a golf course. Carlos must go undercover in the PGAJL to find more clues to prove the big guy really does exist. Carlos is interested in sports, but he is much more concerned with his mission to find bigfoot. However, during his investigation, Carlos slowly uncovers the misconceptions of golf and has an encounter with Bigfoot himself.
Bigfoot, as a big, hairy, scary mythical creature, is full of mystery and the unknown. Bigfoot represents the intimidating nature of golf and the player’s lack of confidence in technical aptitude. As our characters become more proficient in their play and realize they are stronger as a team, Bigfoot (or golf) becomes more playful and less intimidating. Carlos learns that playing in the PGAJL is a ton of fun.
Let Us Tell Your StoryWork With Us
The story of Carlos has been shared on social media, PGA’s website, and PGAJL’s website. It has garnered nearly 6,000 views on YouTube alone.
Tradition Meets Innovation
Labs is proud to have been able to assist the PGA of America and the PGA Jr. League to reach a wider, younger audience by crafting a narrative around their brand and disseminating their key messaging in an entertaining and memorable story.
Deeper Connection with Fans
The characters created for this project can be used as content for marketing materials, sales collateral, in future animations with an opportunity for future world building. Not to mention deepen the connection for the PGAJL brand with a younger age demographic moving forward.
FROM OUR CLIENT
“Want to send a quick note of gratitude for the tremendous amount of time, effort, and expertise that went into creating this cartoon. Given how outside the box something like this is for the PGA of America, we’re using it as an example of how we can be a more innovative and consumer-first company.”
– Steve Tanner, Director, League Golf, PGA of America