The Payne Stewart Award is given to a player whose "values align with the character, charity and sportsmanship that Stewart showed." This includes respect for the traditions of the game, commitment to uphold the game's heritage of charitable support and professional and meticulous presentation of himself and the sport through his dress and conduct.
The campaign itself is developed before the announcement of the winner for that year. The design of the print ad dictates the photoshoot thereafter. Digital and social extensions, including video, rounded out the campaign.
Art Direction, Design