Boasting one of the strongest fields in women’s golf outside of the five Major Championships, the HSBC Women’s World Championship sees the top LPGA players battle it out on The Tanjong at Sentosa Golf Club. This campaign was a challenging project I took on at IMG Golf over the course of 5 months where I was both the creative director and designer.
The campaign was a heavily photography led concept, focusing on unlocking a World of Opportunity (in line with HSBC's values and brand identity) while totally immersing ourselves in the game. Players step through the portal into a whole new world of sporting prowess at the HSBC Women’s World Championship 2023.
I created two versions of the artwork – one which was heavily HSBC branded and one which was used as the main tournament creative. I also included variations which featured a night scene against Singapore’s iconic skyline as well as different locations on Sentosa Island.
I worked alongside Steve Bright (Photographer) to achieve the striking imagery of the players with a red hue around them, in order to mirror the reflection of the portal they were stepping out of. For the photoshoot, I planned the shot list while working with Steve to get the players to pose as if they were stepping through the portal.
The rollout of the campaign featured around Singapore and Sentosa island in the form of street banners, billboards, posts on social media as well as on site signage and branding.
