The variety of shoots we’ve worked on this year has been one of the highlights of 2026.
Just as rewarding has been the opportunity to work alongside an incredible group of photographers, filmmakers, writers, editors and creators. Every project has brought together a different team, each adding their own ideas, creativity and expertise. Seeing those collaborations come to life has been one of the most enjoyable parts of the year.
We’ve created content to increase entries into amateur championships, promote golf destinations, launch new products, build global brand awareness, educate golfers and provide partners with months of marketing assets across every platform. Every brief has been different, but the objective has always been the same: create content that delivers results.
Producing great content is one thing. Getting it in front of the right audience is another. Through our media relationships, creator network and understanding of the golf industry, we make sure every piece of content has the best possible opportunity to achieve its objective.
Making The Most Of Great Locations
Dumbarnie Links has provided the stunning backdrop for several shoots this year, not only creating content for the venue itself but also for clients including Pukka and Fujikura. Being able to maximise time at breathtaking locations allows us to create standout content for multiple brands, each with its own look, feel and objective.
A huge part of those productions has been Sam Jones, who has been part of The Loop since the very beginning. While many know Sam through his own channels, he’s equally talented behind the camera. His photography, filmmaking and editing skills, combined with an instinctive understanding of the game, make him an invaluable part of our extended creative team.
Walton Heath & Ramside Hall
One of our favourite projects this year has been the Walton Heath Trophy.
Sam worked alongside the exceptionally talented Chris Smith to produce launch photography and film promoting both the men’s and women’s championships. It was brilliant to hear that both events have gone on to receive record numbers of entries. Exactly the outcome everyone involved was hoping for and proof that great looking content in the right place can drive results.
Chris has also recently produced a superb promotional film for Ramside Hall, capturing a venue that continues to go from strength to strength.
Bringing SGTV To Life
Producing a long-form equipment show, in the form of SGTV, every fortnight takes a huge effort from everyone involved.
We’ve had the pleasure of working alongside Tom Miles for decades and he remains one of the most talented photographers and videographers in golf. His ability to shoot, direct and edit to such a consistently high standard has been invaluable to the production of SGTV.
Alongside Tom, James Berger has done a fantastic job producing the social media output around each episode, helping the series continue to reach new audiences and deliver consistently strong engagement.
Celebrating Great Storytelling
Before mentioning everyone who has contributed to The Loop Journal, we’d like to say a special thank you to Kevin Murray. Kevin has supported The Loop since day one, and long before that, generously allowing us to use his photography across so many of our projects. His images have elevated our work from the very beginning and we’re incredibly grateful for everything he’s done for us over the years.
The Loop Journal has become much more than a place to publish our own work.
It’s given us the opportunity to work alongside writers and photographers whose work we’ve admired for many years, while celebrating the stories that make golf such a fascinating game.
A huge thank you to Michael Weston, Matt Cooper, Joe Ferguson, Kevin Diss, Fergus Bisset, Mark Townsend, Sam Jones, James Hogg and Ken Macpherson, whose words and imagery continue to make The Loop Journal what it is.
Still To Come
We’ve also got several projects we’re looking forward to sharing over the coming months.
Working along the PRG team, we recently partnered with the hugely talented Tom Mills of Cookie Jar to create launch content for one of the company’s biggest product introductions to date. The visuals are stunning and a brilliant reflection of an exciting new product line-up that we’ll be able to share very soon.
We’ve also spent time in the South West alongside MJ Pickering and Oliver Bradley, creating a series of long-form films that we’re excited to release later this year.
Finally, we’ve loved the opportunity to create content for Under Armour Global and the UAGolf Instagram channel. Much of our work to date has centred around the brand’s athletes, but our latest production focused on the products themselves. Working alongside IIVII Graphics and the team at The Clique Group, we produced a large-scale on-course campaign that feels authentically Under Armour. We’ve recently finished the selects and can’t wait to see it out in the world.
Looking back over the first half of the year, it’s the variety that stands out. Every shoot has been different and every project has required its own approach.
Whether it’s one person with an iPhone or a full production crew, the aim is always the same: create great content and make sure it reaches the people it’s intended for.
We’re incredibly proud of what the team has produced this year and grateful to everyone who has played a part.