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Define and promote the Quicken Loans National PGA Tour event hosted by and for the benefit of the Tiger Woods Foundation.
Our solution was to define the event as a precise moment in time. Not only does this describe the tournament itself, but serves as a metaphor for its nostalgic place in PGA Tour history, and in the career of the world's greatest living golfer — Tiger Woods.
We chose to freeze time right after the moment of impact. Tiger, fittingly, is at the precise center of the scene. (He's the number one draw in golf and the tournament is all for the benefit of his foundation.) The gallery of fans who at the Quicken Loans National typically hover around his every move in a chaotic, country club party caravan, at this moment follow the path of the ball in unison — a concerted awe. They pause for one shared moment of majesty at this place, in this moment, right after the "impact" of Tiger Woods.