the client
the brief

The PGA in Scotland wished to create an engaging and modern documentary which explained in-depth what the PGA did for its members and those involved with the organisation.

Our video production team produced the documentary to reinforce the importance of the organisation to golf in Scotland and to show visually all the services the PGA in Scotland offer for golfers. The film was created to address the key question “What does the PGA do?”

The documentary was screened at the PGA National Conference in front of its key members and many nationally influential individuals also attended. It was also uploaded onto the PGA website and their YouTube channel, where a global audience had access to it.

our solution

After a great deal of planning and meeting with executive board members to discuss the purpose of the film, we sent a film crew across Scotland to get the desired film footage.

On the journey across the country they met and interviewed numerous important figures who have an involvement with the PGA. These individuals include 1999 Open Champion Paul Lawrie, Scottish International Emma Fairney and former Tartan Tour Number 1 Stephen Gray, alongside senior members of the organisation. Each offered insight into what the PGA had done for them and how it assisted in the development of their career.

The perfect backdrop for this video shoot was provided by the stunning courses of Gleneagles, Meldrum House Golf Club, Newmachar Golf Club and Paul Lawrie Golf Centre. Filming took place on the dramatic fairways and elegant clubhouses throughout 2014 using a Canon C300. Once the filming was complete, the editing phase started with all post-production taking place in-house in our AVID edit suites.

By comprehensively answering the question put to us by the PGA, we have reinforced their brand, improved education about what they do and stand for and in turn, led to a higher membership.

I approached AVC Immedia with a sketchy outline of an idea and a fairly unreasonable timescale. Keith and the team at AVC Immedia managed to surpass all my expectations – a wonderful video delivered well within timescale and budget. To cap it all, not only are they extremely talented and professional – they are a great bunch of guys to work with

Brian Mair
Secretary, PGA in Scotland