Club Car

Commercial Advertising Photography

The Brief

Club Car needed evergreen marketing assets they could use everywhere, forever. The previous campaign had set a standard, and the product shifts slightly year to year. SD created use-case photography that repositioned the vehicle from utilitarian golf product to a family's go-anywhere ride.

An evergreen image library built at a beach resort for Club Car's web, social, print catalogs, sale sheets, and point-of-purchase displays. SD went beyond the standard beach aesthetic into shopping, recreation, family fun, and everyday convenience to show every reason someone would want one that has nothing to do with golf.

Results

The brand shifted from utilitarian to fun. The imagery reframed how families could use the vehicle well beyond the course. Internal leadership changes shifted priorities post-delivery, but the work moved the perception.