The project was enormous and constantly moving. I worked across international teams and significant timezone differences, navigating changing tournament formats, shifting digital requirements and campaign mechanics that evolved throughout the process. My role was to maintain a clear strategic thread through that complexity: understanding the audience, protecting the strength of the idea and continually identifying where the creative needed to ‘go bigger’ or flex to make the event contextually right.

Ultimately, we weren’t just selling golf. We were positioning LIV Golf Adelaide as a major live entertainment experience that happened to have world-class golf at its centre. That approach helped turn Adelaide into one of the defining events on the LIV Golf calendar, with the event receiving global recognition as the Best Golf Event in both 2024 and 2025, back to back.

For me, it remains one of the clearest examples of what localisation can achieve when it is treated as a creative strategy rather than adaptation. Taking a global platform that works at the highest level and challenging how to adapt the creative to bring that magic to a new audience is the greatest pleasure.