A young man is standing outdoors on a dirt path with grass and trees in the background, holding a golf club in a follow-through position, captured in black and white.

United Airlines x PGA

Golf is Ours: “Golf is Black too. Golf is for all of us.”

Golf has always been a game of privilege and access.
For HBCU golfers, one of the biggest obstacles isn’t talent—it’s affording a plane ticket.

That’s where United Airlines & PGA come in. They tasked us to tell the world about their partnership to provide HBCU golf programs with $500k in air travel funds.

So we told it through a triumphant, bold and celebratory rally cry from the perspective of real HBCU Black golfers.

Press & Recognition

Anthem Awards
Silver | Diversity, Equity & Inclusion, Corporate Social Responsibility, Awareness & Media Categories (For Profit)

Silver | Diversity, Equity & Inclusion, Special Projects, Awareness & Media Categories (For Profit)

Adweek | LBBO | Ads Of The World

The Team

Access and intentionality was a central theme for this project. Beyond the on-screen storytelling, we hired a majority-Black crew behind the scenes, from production through post.

Creative Agency: 72andSunny Los Angeles

ECD: Lauren Smith
Creative Director: Tahirah Edwards Byfield
Writer: Scott Pierce
Art Director: Mikaela Dapremont
Senior Film Producer: Max Belin

Production & Post

Director & Photographer: Lauren Crew
DoP: Justin Lamar
Editor: Cudjo Collins

Young man in a sports jersey swinging a baseball bat outdoors against a cloudy sky
A group of five young adults on a golf course, dressed in golf attire, holding golf clubs, smiling, with a pond and trees in the background.

One of the most impactful parts of this project was getting to spend time with student HBCU golfers at their home course. Our incredible director Lauren created a Director’s Cut where we get to hear more from the golfers in their own words.

A little extra: The Director’s Cut

Five young golfers with golf clubs standing on a golf course near a pond with trees in the background.