When this horizontal page ad project was received, there was a set of photographs provided of an unfinished golf course. During the initial meeting, we went back into the fields in a 4×4 where construction was still underway. The marketing director’s goal was to introduce this golf course to the public three months before it was actually finished. Unfortunately, not one single golf hole was ready and there were no moch-up visuals of what any of the final holes were going to look like. So, it was up to the ad design to truly impress. Invent a golf hole by using Photoshop to digitally create a fake yet believable completed signature hole. When the board saw the ad they thought that the signature hole was completed. It’s actual completion date was two months after the ad was finished.

Design:
The first step to developing this horizontal page ad was to invent the visual of their signature hole. Because it was still under construction and only the course designer knew what the completed hole would look like, this was not a simple task. Many hours were spent pulling greens, bunkers, flags and golf course paths to balance the completed image. The flowers were hand painted in Photoshop and the sky is from a photograph taken in Hawaii. The bunker is from a Cabo San Lucas photograph and the caart path is hand painted in Photoshop.

Production:
After the lo-res concept was approved, the final hi-res graphic production began for this horizontal page ad. It did not take very long as this ad is based around the photograph of their signature hole. Dropping in the final Photoshopped signature hole was quick and simple, the rest of the production time was spent on balancing all the items, revising and editing the text.

What was included:
• Research (2 hours)
• 3 Concept sketches (3 hours)
• 1 Low resolution color design (1.75 hours)
• Photoshop scene creation (12.75 hours)
• High resolution graphic production (2.75 hours)
• 4 Text revisions (1.50 hours)