The Challenge
American Express needed more than event coverage.
They needed a scalable content system that could live far beyond tournament week and wanted to activate athletes, artists, and creators across multiple platforms while maintaining a premium, culture-forward brand presence. Our goal was create a pipeline of social-first content that American Express and its partners could deploy in real time and long after the event ended.
The Approach
Respect the Funk designed and executed a multi-day content pipeline focused on high-volume, high-quality social deliverables, optimized for distribution across brand, athlete, and artist channels.
Instead of relying on a single hero asset, we built a system that emphasized:
- Platform-native storytelling
- Fast turnaround and modular edits
- Creator-led moments over staged messaging
- Content designed for reuse, reposting, and longevity
This approach allowed American Express to show up consistently across feeds, not as an event sponsor, but as an active participant in culture.
The Execution
- On-site content capture across multiple days
- Collaboration with athletes, artists, and personalities
- Creation of a steady stream of short-form social videos
- Edits optimized for Instagram, TikTok, and cross-channel distribution
- A flexible asset library enabling AMEX and talent to post in real time
Every piece was built to feel native, premium, and personal , designed to integrate seamlessly into creator feeds while reinforcing the American Express lifestyle narrative.
The Impact
- A continuous flow of branded content deployed across multiple channels
- Amplification through athlete and artist-owned audiences
- Content engineered for both immediate engagement and long-term brand use
The result was a living content ecosystem, not a one-off activation, that extended American Express’s reach well beyond the event itself.
CREDITS
- AMEX @ PGA WEST
- Created by: Respect The Funk
- Directed: Nathan Doherty
- Produced by: Chris Hallett
- Drone / FPV: Max Masano