TITLEIST
GT3 Driver

Built for your strike. Made for the swing you already own

Titleist's proof isn't in question. The GT3 has been the #1 players' most-played driver on the PGA Tour five years running, and 100+ players gamed a GT driver within weeks of launch. Where the category loses everyone is the pitch: every brand sells the same yard, in the same volume, and the golfer standing over the ball feels none of it. The gap is positioning, not performance. Distance is the promise everyone makes, so it belongs to no one.

PROBLEM

Driver marketing is the noisiest category in golf, and every brand competes on one axis: distance. Titleist has the receipts, but a spec sheet that reads "longer" sounds identical to every competitor claiming the same thing. The job was to reframe the driver around the golfer instead of the yardage, make personalization feel bigger than distance, turn the fitting into the story, and build a launch platform that scales city by city long past release.

Titleist GT3 technology board: the driver head with close-ups of the sole, face and airflow

INSIGHT

Every golfer has a strike that's theirs alone, shaped by thousands of swings and impossible to fake. In a category obsessed with distance, precision was the untold story, and the trace a ball leaves in the air is proof no spec sheet can match. The club should adapt to the golfer, not the golfer to the club.

SYSTEM

"Built for Your Strike" set one creative direction across film, photography, retail, and digital, running on three fixed truths. The strike is the subject: the work honors the golfer's own contact, not a distance number. The trace is the narrator: the line a shot leaves tells the story sixty years of ad copy couldn't. The fitting is the engine: tuning the GT3 to your strike is the product and the proof in one motion. The campaign claims control, and only control the one thing the engineering actually backs.

BEHAVIOR

The strike trace became an ownable identity system, each golfer's shot shape drawn as a signature line that carries from the hero film through posters, packaging, and the fitting bay. Every touchpoint moves a golfer up the same ladder: recognition ("that's my strike, I've never seen it drawn before"), connection ("this driver knows how I actually play"), ownership ("my setting, my line"), and loyalty ("I don't play a driver, I play mine").

IMPACT

The result is a scalable launch framework, a city-by-city blueprint that extends the fitting from a back room to the whole brand and aligns film, retail, out-of-home, and digital around a single idea. Instead of competing on volume, the platform gives Titleist an ownable position in the one thing every rival treats as a spec race: the golfer's own strike.

ROLE & CONTRIBUTION

Art Director - Campaign & Brand Experience

· Built the "Built for Your Strike" platform end-to-end, including positioning, narrative manifesto, and identity system, reframing the GT3 launch from a distance claim into a personalization story anchored on each golfer's strike.
· Directed the hero film concept and photography direction alongside photographer Dakota Cleveland, extending one visual language across billboard, pole banner, in-store, website hero, and an environmental fitting experience.