McLaren Golf: Brand Launch

Produced for one of the world’s most iconic performance brands, this global launch campaign introduced McLaren Golf, the third division of McLaren alongside Racing and Automotive, to the world. Partnering across every phase of the launch, we led the creative development and brand storytelling ecosystem from ground zero, crafting the strategy, narrative, and production execution that would establish McLaren Golf as a credible, category-defining presence from day one. Our scope included writing, directing, and producing the hero brand film; developing athlete and ambassador storytelling; executing a nine-part video teaser and PR rollout campaign; and delivering video, photography, digital/social content, website and e-commerce materials, and creative consulting designed to build anticipation and cultural relevance ahead of the 2026 product release. Built around the idea that McLaren’s relentless pursuit of performance naturally extends from the grid to the green, the campaign translated more than 60 years of engineering innovation, precision, and competitive obsession into a new space, introducing McLaren Golf not as a licensed extension, but as a true OEM and evolution of the iconic brand itself. Production spanned multiple continents, capturing the scale and ambition behind the launch through filming across McLaren’s Racing and Automotive headquarters, golf productions and stylized hero product cinematography. The campaign brought together world-class talent including Justin Rose, Michelle Wie West, Lando Norris, and Oscar Piastri, while integrating McLaren’s newest Formula One livery, the reveal of the 2026 W1 supercar, and the debut of its golf product line into a single, cohesive narrative system designed to bridge the worlds of motorsport and golf through a shared pursuit of excellence. The result was not simply a product launch, but the introduction of an entirely new brand category within golf, generating significant earned media, industry attention, and audience engagement while exceeding launch benchmarks across awareness and digital performance. As The Business of Golf independently wrote, everyone should “take notes” on the McLaren launch, stating “McLaren Golf didn’t just launch a product. They ran a masterclass in how to enter a crowded market and win attention on day one.”