Service Credit Union x Keegan Bradley
TV Commercial + Digital Campaign + OOH
When Service Credit Union partnered with professional golfer Keegan Bradley, we set out to break away from the typical athlete sponsorship. The goal was to humanize the institution, and highlight SCU's commitment to personal, member-first guidance.
Most athlete partnerships chase attention. This one built trust.
The story was centered on the relationship between Keegan and his trusted caddie, Scott Vail. On the course, a caddie isn't background support — he's a strategic partner who understands his player, reads the moment, and helps make the right call. This powerful dynamic served as a metaphor for the way Service Credit Union personally supports its members through every financial milestone. The result is an intimate portrait of partnership, positioning SCU as the expert guide you can rely on.
