Client — Crystal Cruises | Troon
Role — Art Director / Creative
Agency — Wasserman
Launching the 2025 Crystal Cup with a special campaign. I had the opportunity to lead the creative and art direction for Crystal’s announcement of its exclusive new golf tournament, created in partnership with Troon and ambassadors Luke Donald and Lexi Thompson.
Shot at The Bear’s Club in Jupiter, Florida, my role focused on developing the visual concept, scripting and directing a series of social-first films, and shaping the campaign across both motion and stills.
The content introduced Luke and Lexi as official Crystal ambassadors, while positioning The Crystal Cup as a premium meeting point between world-class golf and luxury travel.
Our deliverables included the main ambassador announcement, brand-led campaign films, direct-to-camera calls to action, social cutdowns and a supporting stills photography suite.
Each asset was designed to feel polished, aspirational and personal, capturing the personalities of both ambassadors while reflecting Crystal’s wider brand values of exceptional service, exclusive access and unforgettable experiences.
The tournament sees golfers compete through a series of qualifiers across the United States, culminating in a final at the renowned Sea Island Golf Club in Georgia, home of the PGA TOUR’s RSM Classic.
