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)
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
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.
