The 54th Dimension • An Integrated Campaign To Revitalize Golf

As a pioneer in transforming professional golf, LIV Golf set out to convert a new generation of fans by challenging stereotypes that paint the game as boring. With its distinctive team-based format and a high-energy global tournament, it aims to captivate players and spectators alike. To make it truly exciting and engaging, LIV Golf needed a creative partner to develop a campaign that would ignite the league’s exciting future and allow them to show up in surprising ways. That’s where we came in.

To propel a brand built on team spirit, we assembled our own experts in strategy, creative, production, animation and AI from across the US, Mexico and Argentina. The multidimensional campaign focused on three clear goals: to make the club organizations the face of the brand, to position these clubs as the vanguard of the sport’s future and to create compelling content that sparked vibrant conversations across social media. Thus, the 54th Dimension was born—a mesmerizing realm where teams and players face golf’s toughest challenges, immersing audiences in a world filled with emotion and electrifying visuals.

Inspired by the 54-hole format of LIV, the 54th Dimension campaign introduces the personalities of the 13 LIV Golf teams through engaging, surreal narratives that enhance team spirit and the emotional essence of golf. As play unfolds, unexpected glitches transport viewers to alternate dimensions, each with its own distinct themes and artistic styles.

We teed off by establishing a robust strategic framework that informed every aspect of the campaign, ensuring alignment with LIV Golf’s goals and audience insights. With an ambitious four-day content production window, we then orchestrated a live shoot featuring multiple star athletes, expertly managing time to capture ample footage for a range of promotional formats. Meticulous planning of shots and schedules maximized our output. The creation of 2D and 3D elements started early in the process, allowing us to synchronize our creative outputs with live-action footage, leading to a seamless, elevated narrative.

The 54th Dimension campaign effectively captured the excitement of team golf while creating distinct, vibrant identities for each LIV Golf team. By delivering content across various platforms—from TV commercials to social and app content—we achieved the following results:

Overall, we scored a hole-in-one in helping LIV Golf redefine the sport—making golf not just louder, but unforgettable.