St Andrews Links – Home of Golf Collection

Every thread tells a story.

To celebrate the launch of St Andrews Links’ bespoke new tartan and symbolic crest, we created a hero film and supporting social assets that explored what makes the Home of Golf so distinctive.

More than a pattern and a logo, the campaign brought together threads of identity, inspiration, community, heritage and tradition told with reverence, locality and a slower, more considered pace.

The Brief

The brief was to create a promotional film showcasing the new Home of Golf collection, while capturing the character and spirit of St Andrews Links.

The campaign needed to feel authentic to the location and the people who experience it, balancing the beauty and tradition of the Links with the fun, inclusivity and emotion that make golf a shared experience.

The Idea

Every thread tells a story.

At the heart of the campaign was the idea that every golfer has their own relationship with the game their own highs, lows, memories and reasons for playing.

A small cast was captured across selected holes at St Andrews Links, experiencing the course in all its beauty and drama. Rather than relying on scripted performances, the story was told through personal, emotional, passionate and often humorous soundbites from the cast.

These candid moments created a sense of community, inviting the audience to feel part of the St Andrews clan.

The Film

The hero film combined cinematic imagery of the Links with intimate character moments and unscripted conversations captured across the course.

Vox pops were recorded at different points throughout the round from the tee and fairway to the rough and alongside the green allowing the location itself to become part of the story.

Supporting imagery captured the natural character and beauty of St Andrews Links, alongside recognisable features of the iconic 18th hole that are reflected within the new crest.

The Collection

The new collection was woven naturally into the story rather than presented as traditional product shots.

Clothing was styled alongside unbranded golf equipment to create an authentic lifestyle aesthetic, while individual pieces appeared contextually throughout the round from tartan headcovers sitting in the golf bag to a tee pouch appearing as a player moved towards the next hole.

The result was a campaign where the product felt intrinsically connected to the experience of being at the Home of Golf.

The Deliverables

The campaign was developed as a complete suite of film assets, including:

• Hero film – 2-3 minutes
• Teaser – up to 15 seconds
• Paid social moments – 3 x 6-10 seconds
• Multiple formats – 16:9, 9:16, 4:5 and 1:1

Together, the assets created a flexible content system for the collection across social, digital and paid media.

More than a pattern. More than a logo.

The campaign connected the new tartan and crest to something much bigger: the people, place, history and traditions that make St Andrews uniquely the Home of Golf.