In entering the turf industry, BASF wanted to convey their 140 years of expertise and still position themselves as an innovative new resource for Golf Superintendents.

In trying to create an ad for BASF, the solution became a visual play of opposites about Old versus New, and about contrasts.

Our choice of models – the young female player versus the old-fashioned golfer – leap off the page in stark contrast to each other and to the stereotypical ads in the Industry publications in which the ads appear.

The Process