LIV Golf: Inaugural Draft
Two minutes to change the energy in the room.
For LIV Golf’s inaugural draft in London, the brief was open: acknowledge golf’s heritage, introduce what made LIV different, and make the opening feel like an event.
As Creative Director at Immersive International, I led the sequence from early story beats and styleframes through animation production, shaping a multi-screen opener designed to work with lighting, music and surround sound as one show moment.
Role
Creative Director
Created at
Immersive International
Format
Event Opening Film
Location
London, UK
From heritage to impact
The sequence began with the heritage of golf, then broke away from it.
From the first hit, the visual language became faster, brighter and more graphic, moving through 3D worlds, kinetic typography and LIV’s bold green and yellow palette before landing on the message of what made the tournament different.
The pace was deliberately restless: short, hard-hitting moments that could keep changing without losing the thread.
Built for the room
The film was only one layer of the experience.
The animation stretched across a long central screen and two surrounding displays, while synchronised lighting extended the movement into the venue and surround sound carried it through the audience.
The aim was to make the room feel transformed before the live event had even begun.
See the opener
Project credits
Creative Direction: Max Italiaander at Immersive International
Created in collaboration with WhiteLabelLive for the LIV Golf Invitational inaugural draft.
Animation developed with specialist 2D and 3D artists, with integrated lighting and surround sound for the live event.
Production imagery courtesy of Immersive International.