Ryder Cup: Defining Decisions (Season 1)

In partnership with Ryder Cup, Aon introduced the Nicklaus–Jacklin Award, establishing an entirely new Ryder Cup award and a first-of-its-kind sponsorship category centered on leadership, values, and decision-making. As part of this collaboration, we directed, produced and launched “Defining Decisions,” a stylized digital series and real-time broadcast vignette package as Season One of a new storytelling platform in 2021 to educate and excite audiences around the world for the award's debut. Designed as a contemporary narrative framework, the series explores the foundational pillars of the Ryder Cup - Performance, Teamwork, and Sportsmanship - through the moments and decisions that define greatness. Anchored by the voices and experiences of the award’s namesakes, Jack Nicklaus and Tony Jacklin, the series blends personal reflection, archival storytelling, and modern visual design. These perspectives are further expanded through stories from Ryder Cup icons across both teams, including Paul Azinger, Davis Love III, Francesco Molinari, Darren Clark, Jose Olazabal, Bubba Watson and more, reinforcing the shared values that transcend competition. Built to live across digital, social and braodcast channels, including on-site coverage and live delivery, “Defining Decisions” took a newly established award and transformed it into a globally relevant storytelling engine from day one. Season One delivered exceptional impact, generating 28.5 million live television viewers, more than 175 million digital and social impressions, over $12 million in earned global media value, and earning multiple industry awards, cementing the Nicklaus–Jacklin Award as a meaningful and modern addition to the Ryder Cup legacy.