Liv Golf

In Korea, golf is steeped in tradition and seen as quiet, rigid, and elite. LIV needed to break through with a new energy, but we knew that cultural change doesn’t come from the outside. It has to be invited in.

Our insight: in Korea, new ideas gain traction when introduced by a trusted local voice. So we tapped Park Seo-joon to lead the charge, reframing LIV not as a disruption, but as a cultural evolution.

To mark LIV’s first Korean tournament, we launched a bold 360° campaign across film, merch, social, and event content. At its heart was a cinematic brand film that cracked golf’s old image wide open – turning a frozen tradition into something loud, fast, and alive.