Brand campaign for a travel insurance company
For their second year as a contributing sponsor of the Zurich Classic during the PGA TOUR, Zurich Cover-More wanted Travel Guard centre stage, endorsed as part of their portfolio. The ask was simple: give the campaign a fresh energy.
Looking back
The previous year had three different insurance messages and supporting visuals. For 2026, I wanted to think big and be creatively bold.
Art direction
Imagery is embedded in my craft, so it’s often where I start. I typically look to celebrity portraiture and fashion campaigns for imagery with humor. They've got a knack for imagery that makes you look twice. Slightly odd yet unexpectedly funny. I set out to find that same angle for golf x travel imagery (opens Pinterest).
The curation became playful and surreal, landing on the juxtaposition of two things that shouldn’t quite go together, but somehow do. The campaign idea suddenly clicked. What if we could capture the obsession with golf and travel in one moment, with a little satirical humour thrown in?
Drafted conceptual AI-generated mockups.
Colors
After reviewing the Travel Guard brand guidelines, I wanted the campaign color system to feel inspired by the golf landscape. So I narrowed it down to three.
Directives
Make travel insurance feel less like insurance. One platform connecting travel, golf and ambassadors through light-hearted humour, with the potential to live beyond the tournament.
Positioning
Golf is life.
Platform
What do you travel fore?
Beyond the tournament, I dropped the ‘e’ from ‘fore’, turning golf into a visual device that could flex to celebrate the obsessive reasons people travel.
AI-generated visuals.
Digital experience
Media ads drove through to the sweepstakes journey and the Travel Guard website. Inspired by the refined world of golf and drawing on formalism, I kept the digital experience minimal, using clear space, clean compositions and bold colour blocking for a fresh digital expression.
TVC
Introducing Caddie, the Travel Guard character who’s always there to help. The concept follows Billy Horschel and Albane Valenzuela as they prep for tournament travel, with Caddie connecting smart golf decisions with smarter travel choices. It ties back to “What do you travel fore?” while naturally bringing Travel Guard and insurance into the story. Caddie knows best. The end card button delivers the comedic payoff, tapping into the same obsessive behaviour that runs through the campaign imagery beyond the tournament.
Caddie takeover skit
To take the concept beyond the TVC, I wanted social content around the Caddie character, letting him have at it on set and offer his unsolicited advice across the entire production. “Caddie knows best. Always.” It added another layer to the satire, with his fully committed performance bringing extra personality and making Travel Guard feel more likeable. Helps when you hire an actor and comedian as the talent!
Production (behind-the-scenes)
One day. Two TVCs. Six ambassador campaign visuals. And a 65 person crew to thank for the enormous feat (and the golf buggies for getting us from set A to B quickly).
...all while relocating my entire life from Sydney, Australia to New York City (working everywhere in between)! 🤟
The creative doers
Creative direction & design: Sarah Louise
Campaign line: Claire Johnson
Script: Nectar Studios
Director: Mark Nickelsburg
Caddie: Alon Elian
Production: PGA TOUR Studios, Sam Davis, Ivan Zigas
Director of Photography: Jeffrey Kelly
Photographer: Jesse Brantman
AI-generated campaign imagery: Matter Studio, Heath Waugh (Supermassive)
