IBM &
The Masters
Concept, Advertising, Art Direction, Experiential, Print & Production
For the past 30 years, IBM has powered the digital experience behind The Masters, transforming tournament data into insights, storytelling, and fan engagement through their first website, first app, and now innovative features like the Masters Vault Search & Hole Insights built with watsonx, unlocking decades of tournament history to deliver personalized experiences that bring millions of patrons closer to the game.
As we began exploring the 2026 activation, we noticed that many partnership stories focused on the technology itself. From my research and talking to a few of my friends who have had the opportunity to go, the most touching aspect of The Masters has always been the people: the Patrons, the anticipation they feel every year, the memories with family and friends, and the traditions they will pass on for generations to come. We brought that to life by bringing the Masters closer to Patrons (the official title of the spectatiors and fans of the Masters) in NYC who wanted to get closer to the action with activations in Madison Square Park during the tournament, including an AI-powered golf simulator, a live watch party of the Tournament, and even Augusta National Golf Club inspired eats from Shake Shack.
I asked a lot of questions. How can IBM shift from tech-focused to patron-focus and bring the Masters even closer? Each patron has such a unique experience. How long have they been going? Who did they come with? What are they wearing? How do they survive without a phone? What’s the funniest thing that’s happened to them? How can IBM help tell the untold stories of the Patrons?
2026
Executive Creative Director / Matthew Calkins
Executive Producer / Cory Calhoun
Creative Director / Bryan Hamecs, Shawna Klein, Jo Soulas
Design & Art Direction / Freya Garcia, Gabriel Barbu, Colleen Yates, Simona Marin, Conrad Ennis, Josiel Correa, Jess Edminson
Production Design / Freya Garcia, Jonah Schrogin, Tiago Passos
Copywriting / Lara Cattlin, Scott Rostohar, Stu Freeman, Lou Foglia
Engagement Partner / Adam Dansky
Brand Strategist / Kayle Nguyen
SEP Team / Kristi Kolski, Tyler Sidell
IBM Comms
GPJ Team
BUCK Team
Starting from audience insights and partnership strategy, I explored how IBM could shift from a technology-centered narrative to one focused on the people and traditions that make The Masters unique. Inspired by the shared values between IBM and The Masters, including simplicity, excellence, and legacy, I centered the work based on humanity, community, and belonging. I combed through nearly a million archival photos. What if we really leaned into fashion? Every inch of the course is crafted for perfection. What if we learned into the stories of how they make everything so “perfect”? How do we connect the newer generations to older traditions?
I helped shape the strategic direction, concept development, environmental design, and production of the full Masters campaign across the print ads in the Masters Journals to the One Madison Avenue building wrap, and interior and exterior experience for the Madison Square Park pop-up.
I was so excited about the pop-up, that while designing our PR visuals, I pitched a commemorative postcard giveaway directly to the comms team for attendees to take home to remember the event while celebrating the partnership's legacy. The postcard was well-recieved, resulting in 2,000 postcards distributed throughout the event with positive feedback from both stakeholders and attendees, one attendee even saying he’d frame it :’)
I was so excited about the pop-up, that while designing our PR visuals, I pitched a commemorative postcard giveaway directly to the comms team for attendees to take home to remember the event while celebrating the partnership's legacy. The postcard was well-recieved, resulting in 2,000 postcards distributed throughout the event with positive feedback from both stakeholders and attendees, one attendee even saying he’d frame it :’)
Together, these results demonstrated how experiential storytelling can strengthen brand perception, increase engagement, and make complex technology more approachable through human-centered design.
BTS & Process
Growing up in North Florida, it was quite the holiday when the PGA tour came to Ponte Vedra for The Players (and where me and my boyfriend met) so the Masters has always been a dream. I love that through IBM's sports partnerships, I can be a small part of bringing fans like me a little closer to the games they love.