Walter Waller
Strategic Creative Director & Multi-Channel Brand Storyteller
Club Glove Social Video Storyboard And Final Concept
Strategic: "You Got Game!"
Most golfers aren't pros, and they know it. This spot leans into that truth instead of running from it — a bad round, a sliced drive, a ball lost in the rough — building humor and empathy before the brand ever enters the frame. The twist is the reframe: while the game falls apart, the gear doesn't. Club Glove isn't positioned as a promise to make you play better; it's positioned as the one part of the round that performs like a pro regardless of how you do.
That contrast does the strategic work. It keeps the brand approachable in a category that skews aspirational and tour-pro-heavy, while still earning premium credibility through the "trusted by tour pros" close. The self-deprecating humor up front isn't just entertainment — it's what makes the gear's reliability land as a genuine payoff rather than a hard sell.
Finals Phase 1 Ads Digital And Static Billboards
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"Make It Here" works hard because it's doing three things at once:
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"Make" ties directly to craftsmanship and manufacturing — these are people who build things with their hands.
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"It" stays open — your career, your life, or your reputation. The ambiguity lets the reader fill in what "it" means to them.
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"Here" does the heavy lifting for the location/employer-of-choice angle — it's rooting the opportunity in a specific place (the headquarters, the region) It also carries a quiet confidence: not "make it somewhere," but here, at this company.
Acushnet Companies (Titleist / FootJoy) — Skilled Trades Recruitment Campaign
The Challenge
Acushnet's manufacturing operations — home to Titleist, FootJoy, and more — face a persistent shortage of experienced skilled trades talent, especially off-shift. Retirements outpace new hires, and tenure runs low. The brand needs to be known as an employer of choice in a market where "golf company" isn't the first association skilled tradespeople make with stable, well-paying work.
Concepts
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The tagline, "Excellence Driven By You," reflects Acushnet Company's enthusiasm for attracting talented associates and supporting their professional growth. It also underscores a strong commitment to quality and performance, fostering an environment where employees can thrive and develop their talents. The emphasis on "YOU" is designed to capture attention and create a more personal, conversational connection.
“Excellence Built TOGETHER”
highlights the collaborative partnership between Acushnet Company and skilled tradespeople, emphasizing our shared commitment to quality, performance, and mutual growth.
Social Images
Tik Tok Challenge
Objective & Strategy
To capture market share among Gen Z and Millennial shoppers, we developed a music-driven social campaign strategy in partnership with Universal Music Group. By pairing R&B artist Queen Naija with five high-reach TikTok creators, we launched the #BurlingtonDealsDance Challenge around a custom track—positioning Burlington as the first off-price retailer to pioneer a brand-led TikTok dance challenge.
Strategic Value
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Gen Z Audience Capture: Modernized brand perception by integrating Burlington into a major cultural release moment.
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Creator-Led Amplification: Leveraged creator-led choreography across social and digital platforms to drive viral user participation.
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First-Mover Advantage: Established industry leadership as the first off-price retailer to execute a native TikTok dance campaign.
Campaign Impact
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52.9M+ Total Impressions
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13.5M+ Views on #BurlingtonDealsDance
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1,650+ User-Generated Videos Created
EXHALE
Health And Lifestyle Magazine For Women
Architected and directed the end-to-end strategy, brand identity, and multi-channel launch for Exhale, the company’s inaugural women’s lifestyle magazine and website. Serving as the primary creative lead, I defined the publication's market positioning and steered cross-functional teams across content, editorial, and production. By establishing a unified visual narrative and strategic content direction, I successfully launched a new brand asset that broadened market reach and deepened customer engagement.
Catalog
