The Shetland Challenge.

How do you create a piece of golf content that breaks through the noise—while celebrating adventure, remote beauty, and the modern spirit of golf?

The Shetland Challenge was the answer. In partnership with Manors (a disruptive golf lifestyle brand) and Grenadier (INEOS’ rugged 4x4 vehicle), the goal was to film a full-length YouTube video set in the windswept Shetland Islands, where the task was as wild as the setting: birdie every hole on one of the UK’s northernmost golf courses.

This wasn’t just content—it was an expedition. And the edit had to match the madness.

I traveled with the team to the Shetland Islands, handling all aspects of video production, from cinematography and on-location sound to drone work, directing, and final edit.

The video was conceptualized and built to feel like part travel doc, part sports challenge, and part cinematic short—balancing entertainment, humor, rugged beauty, and brand placement with a sharp narrative arc.

Conclusion

The Shetland Challenge wasn’t just a golf video—it was a moment. Bold, remote, and relentless, it brought together brand storytelling, YouTube-native entertainment, and cinematic craft to produce a piece of content that left a mark across the golf world. For Manors and Grenadier, it proved that with the right idea (and edit), even the farthest corners of the map can become the center of attention.