ABOUT THIS ENTRY
Drive On: LPGA All Access is a 10-part episodic digitally and socially distributed series centered around capturing the drama, the emotion, and the inspirational stories of the world’s best female golfers in the world.
How does this represent “Excellence in Engagement”?
Combining sports storytelling and injecting a bit of newness in it, we have retooled what it means to produce quick-turn women’s all-access content. We have seen this accomplished with large scale budgets and large production teams at the helm - but almost exclusively in the male-dominated sports space. We re-examined what women’s sports storytelling needs - and overwhelmingly found that women need to be telling the stories. With a female Director of Photography, T-L Fiedler, and a female director, Sarah Chovnick, we were able to understand the players’ stories and a predominantly female audience more intimately – and then cater stories to the benefit of both. Our industry needs to explore further these kinds of competitive worlds for women – of sharing stories of incredible and inspirational female athletes living their dreams on the LPGA Tour.
Objective
When the LPGA and toldright first came together to collaborate on Drive On: LPGA All Access, we had one objective in mind - how do we showcase some of the best female athletes in the world in a creative and compelling way that helps grow the game? Women’s sports face unique challenges when it comes to investment, to viewership, and to accessibility - and women’s golf is no different. We wanted to increase the access fans had to the top women’s golfers around the world in an authentic way. By allowing our cameras inside spaces normally unseen to the public, we were able to showcase the diverse personalities on tour and introduce them to a wider audience as never before. Women’s golf is an untapped market for captivating stories of perseverance, gratitude and triumph.
Strategy & Execution
The LPGA Tour is a truly international organization - playing 35 weeks a year across the globe and entertaining fans from nearly every time zone. We wanted to make sure we reached as many in that audience as possible. By releasing our show exclusively on the LPGA’s digital and social platforms, we allowed for fans to take in the content however, whenever, from wherever they pleased. In today’s sports world, the news cycle is constantly changing, and our production process was created with this in mind. While some all-access series take months in post-production, Drive On tried to be as timely as possible, producing 10 episodes with only a 10- to 14-day post-production window from final putt drop to episode drop. With promotional advertisements running concurrently within a tournament broadcast, we made sure the episodes stayed fresh for fans. Knowing who to target is just as important as knowing how to target them. Through social media and web-based distribution, we had the ability to gauge week-by-week how the show was being received, as well as learning what worked and what didn’t, allowing us to tailor our storytelling to the fans.
Organizations
- LPGA
- toldright
Links
Featured
- Angel Yin
- Cheyenne Knight
- Danielle Kang
- Lilia Vu
- Maria Fassi
Credits
Brian Carroll
Executive Producer
LPGA
Matthew Chmura
Executive Producer
LPGA
Adam Hertzog
Executive Producer
toldright
Max Heineman
Executive Producer
toldright
Sarah Chovnick
Producer/Director
Freelance
Johnny Gil
Producer
LPGA
Megan Santaniello
Producer
LPGA
TL Fiedler
Producer/Director of Photography
Freelance
Dominic Orlando
Cinematographer
Orlando Video
Scott Clark
Cinematographer
Freelance
Rory McManus
Associate Producer
Freelance
Amanda Short
Operations Producer
toldright
Cassie Cullins
Operations Producer
toldright
Max Miller
Post Production Supervisor / Editor
Sushi Grade Media
Scott Visavachaipan
Editor
Sushi Grade Media
Mark Rickles
Editor
Sushi Grade Media
Josh Sessoms
Editor
Sushi Grade Media
Kyle Nelson
Editor
Sushi Grade Media
Frank Borden
Editor
Sushi Grade Media
Troy Stone
Post Producer
Cyber Resonance
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
