Flush Golf approached Matter a few months out from the launch of their simulated golf experience, to create a library of images to promote Flush on social media and OOH.
We built the imagery around a single creative tension: classic golf culture dropped without apology into gritty urban environments.
We steered things toward a documentary visual language - overcast, flat natural light, no staged drama - letting the juxtaposition speak for itself.
The colour treatment leaned into a cool blue-grey cast with earth-toned wardrobe anchors, bridging the preppy heritage of argyle vests, flat caps, and pleated trousers with the concrete reality of crowded intersections and delivery truck beds.
We applied a consistent 35mm film aesthetic throughout, with visible grain, lifted shadows, and a cool white balance that kept every frame feeling found rather than fabricated. Spontaneous, unstructured camera angles to give a modern, lo-fi, fashion aesthetic; long-exposure motion blur on surrounding crowds to isolate sharp, unflinching subjects; models who hold their gaze and let the city course play out around them.
