THE RENAISSANCE OF GOLF
THE BRIEF
Peter Millar's Renaissance Of Golf campaign needed a visual identity worthy of its name. Celebrating their latest Fall collection, the range brings together luxury golf attire built around earth-tone colourways, technically refined textures, and a design philosophy that balances expressive style with peak performance.
The Berry was tasked with translating that vision into a social-first film series for Peter Millar's Instagram. The work needed to be eye-catching and immediately arresting in feed, while honouring the quiet sophistication of the collection itself. No noise. No compromise. Just craft.
THE APPROACH
The Berry developed a "Storybook" creative concept rooted in the idea that every great garment has a story worth telling. Each film takes the viewer on a tactile journey through the textures, stitching, and craftsmanship of three hero products, rendered in high-fidelity CGI. Details unseen by the naked eye become the spectacle.
The narrative arc builds to a reveal: each product is not simply clothing, but a chapter. Housed inside a beautifully crafted Peter Millar book, the collection becomes an artefact. A curated edition of the Renaissance Of Golf.
Dynamic, refined, and never childish, the work speaks to the aesthetic intelligence of its audience without ever overexplaining itself.
Designed as attention-grabbing social-first content pieces, the films also extend into the physical world through DOOH and large-format screens placed throughout San Francisco and around the event itself, creating the feeling that the old GDC identity is literally being dismantled in real time ahead of the launch of the new Festival of Gaming era.
PHASE 02: RE-BIRTHING THE NEW
Following the destruction of the old identity, Phase 02 introduces the rebirth of the new Game Developers Conference Festival of Gaming brand through a series of cinematic CGI animated reveals centred around an “egg hatching” visual device created by The Berry. Set within a conference-style auditorium, each film sees a new gaming-inspired world burst through the shell, symbolising the evolution of GDC into a broader celebration of gaming culture.
The reveals span multiple gaming genres and tones, from a cute mascot character waving to the audience, to a retro arcade-inspired swordsman slicing through with Viking energy, a giant horror monster with an eye embedded in its palm, and a basketball player bursting through while spinning a ball on their finger.
Designed for social, website and DOOH placements around the event, the films position Festival of Gaming as an event built for every side of the gaming industry.
