Case Study: The “Live Outside” Campaign
Introducing the Lifestyle Collection — Where Performance Meets Possibility
Background
Ghost Golf, a brand traditionally celebrated for its performance golf products, sought to expand its reach beyond the golf course. The goal was to evolve the brand identity by launching a new Lifestyle Collection — apparel that blends the precision and sophistication of golf wear with versatile, everyday style. This collection needed to embody a fresh, bold mindset that speaks to a broader audience who live actively and think boldly.
Challenge
The challenge was to create a campaign that would introduce this new collection in a way that felt authentic, inspiring, and true to the Ghost Golf ethos. It had to connect with both existing fans and new customers by illustrating how performance-driven apparel could seamlessly transition from the golf course to daily life, while communicating a lifestyle of freedom, movement, and personal expression.
Campaign Concept: “Live Outside”
The “Live Outside” campaign was developed as a bold call to action — encouraging consumers to move beyond the expected and embrace a lifestyle unrestricted by walls or convention. The campaign captured the essence of living fully and dressing with purpose, showcasing apparel designed for performance and possibility anywhere.
Key elements of the Lifestyle Collection featured in the campaign include:
Jackets, vests, windbreakers
Hoodies, sweatshirts, polos, tees
Chino-style pants, joggers, shorts
These pieces were presented as versatile staples for day-to-night wear, transitioning effortlessly from the golf course to urban settings.
Execution
Shot entirely outdoors under natural light and open skies, the campaign visuals emphasized freedom, movement, and clarity — mirroring the brand’s new philosophy. The creative direction highlighted diverse settings and moments, reinforcing the message that Ghost Golf’s Lifestyle Collection is made for those who live differently.
Personal Involvement
Developed three distinct campaign concepts from ideation through production.
We selected the “Live Outside” concept for its fresh, unexplored direction.
Navigated challenges of joining a project externally with no prior knowledge of brand history or internal processes.
Fostered strong collaboration with the team, who demonstrated openness and professionalism from initial meetings through the campaign shoot.
Outcome & Learnings
The campaign successfully positioned the Lifestyle Collection as more than apparel — it became a new mindset encouraging personal freedom and bold living. Key takeaways from this project include:
The value of adaptive teamwork and responsiveness, especially during the fast-paced production phase.
The importance of creative alignment between brand vision and campaign storytelling.
How authentic collaboration can overcome challenges when working with new teams and unfamiliar workflows.
Conclusion
The “Live Outside” campaign marked a significant evolution for Ghost Golf, effectively bridging its heritage of performance with a broader lifestyle appeal. By embracing a fresh creative direction and fostering a collaborative environment, the campaign resonated deeply with its audience, setting a new standard for the brand’s future.
My Role
Creative Direction