LIV golf
LIV didn't need more coverage. It needed a reason for fans to believe golf could be something other than what it had always been.
The 54th Dimension was the answer. The name owns LIV's difference—54 holes, not 72—and the format's innovation: team golf. So we built the teams a world to live in. Gave each one an identity. Because the promise underneath it all is simple—there's a team for everyone.
For the broadcast spot, we used AI voice synthesis—one of the first times it ran in broadcast, in early 2024. It fit the world we'd built: adding a layer to the "dimension" itself. That it also saved us when we were down to the wire was a bonus.
Role: Developed the 54th Dimension and won the pitch with it
54th Dimension was made with
Director: Charles Todd
DP: William DeSena
CDs: John Figlesthaler, David Drayer
AD: Mark Daws
agency: Media.Monks