Directed by Fun Shui Studios founder, Dax Martinez-Vargas, these engaging 15-second commercials for Meijer, in collaboration with the LPGA, showcase his adeptness in balancing the interests and branding needs of two major entities. Creative by The Distillery Project and produced by Reform School, the spots highlight Meijer’s initiative to aid those in need through its partnership with the LPGA.

Each commercial humorously portrays a friendly rivalry between two female golfers, skillfully weaving a narrative of competition and charisma into brief yet impactful vignettes. Despite the golfers’ typically serious demeanor and introverted nature, Dax’s direction injects humor and personality, making the sports world relatable and entertaining.

These projects exemplify Dax's capability to deliver concise storytelling and effectively manage visual storytelling in a way that resonates with diverse audiences, ensuring clarity and engagement without overwhelming the viewer.