Callaway Golf Europe has unveiled “La Préparation”, a new brand film set at Evian Resort Golf Club ahead of The Amundi Evian Championship, turning the build-up to one of women’s golf’s most distinctive Major stages into something rather more elegant than the usual pre-tournament drum roll.

A Major Week Before The First Tee Shot

Golf loves its grand finales. The nervy putt. The caddie chat. The leader staring down a wedge shot as if it owes him money. But “La Préparation” looks in the other direction: towards the quieter business of getting a Major ready before the crowds arrive and the scoreboards start telling unpleasant truths.

Filmed at Evian Resort Golf Club — a Callaway High Performance Partner — the 60-second piece leans into the setting with considerable confidence. Évian-les-Bains has never exactly been short of scenery, and the film uses the Alpine backdrop, the course and the host town as more than decorative wallpaper. They are part of the story: calm, precise, watchful and waiting.

The film opens in the stillness of first light in the Alps, before gradually building towards the energy of championship week. It is less about noise than anticipation, which is wise. In golf, the most important moments often arrive after long stretches of apparently civilised silence.

The Art Of Getting Evian Ready

The central idea is preparation, not promotion. That distinction matters. Championship golf is rarely conjured from thin air. It is trimmed, measured, raked, rolled, polished and worried over by people whose work is usually noticed only when something goes wrong.

“La Préparation” focuses on that hidden machinery: the intricate details managed by the golf club, the atmosphere of the course, and the early-morning practice of those imagining themselves on the Major stage.

The phrase at the heart of it is “the tireless pursuit of perfection”, which sounds grand until you remember that Major championships tend to punish anything less.

There is also a bespoke Callaway Tour Bag, designed for Staffers competing in the championship, revealed against the mountain range. It is a neat visual cue: the equipment has arrived, the stage is ready, and the world’s best players are approaching.

A French Voice, An Evian Dream

The film’s voiceover is delivered in both French and English by Julien Xanthopoulos, a Callaway brand ambassador and former professional golfer. That bilingual approach gives the film a useful sense of place. Evian is not merely a scenic stop on the calendar; it has its own rhythm, accent and identity.

French amateur golfer Amely Bochaton, a member at Evian Resort Golf Club, also appears as herself. Her role gives the film its most human thread: a young player practising at her home club, with the dream of one day competing in the championship played there.

That is the cleverer emotional note. Major venues are not only theatres for established champions. They are also imagination factories. Every great course has a way of making ambitious golfers quietly overestimate themselves before breakfast.

Why Callaway’s Evian Film Works

For Callaway Golf Europe, the film lands in a space where brand, tournament and venue all pull in the same direction. Evian Resort Golf Club gives the campaign a recognisable stage; The Amundi Evian Championship provides the sporting weight; and the presence of Bochaton gives it a local, aspirational pulse.

Chris Gregg, Marketing Director, Callaway Golf Europe, said: “Evian Resort Golf Club, an iconic venue in our High Performance Partner programme, is one of the most distinctive settings in golf, and the Major here brings together an incredible combination of atmosphere and tradition.

With “La Préparation”, we wanted to celebrate everything that happens before the first shot is struck — from the work that goes into preparing the course to the hopes and ambitions of those who dream of competing here one day. By telling that story in both French and English, we hope to capture the spirit of Evian for golfers across Europe.”

That quote gives the campaign its clearest editorial spine. This is not just a glossy pre-Major montage. It is a piece about everything that happens before the cameras usually start caring.

Built For Broadcast, Social And The Major Moment

The film was created with production company BestBall North and will be distributed across Callaway Golf Europe’s social and digital channels in both French and English.

It will also air in broadcast spots during The Amundi Evian Championship on Canal+ and Journal Du Golf TV in France, as well as Sky Sports in the UK. That distribution matters because this is a campaign designed to live in the same space as the championship itself: on screens, in feeds and around the tournament conversation.

Callaway’s new brand film is available now across Callaway Golf Europe’s channels, with the full film available on Callaway Golf EU YouTube.

A Small Film With A Proper Sense Of Place

Golf marketing can often mistake volume for atmosphere. “La Préparation” appears to take the better route, using landscape, language, ambition and ritual to frame the approach of Major week at Evian.

The result is a polished piece of golf storytelling built around a simple truth: before the world’s best players arrive, before the first tee shot is struck, and before the leaderboard begins its usual campaign of emotional vandalism, someone has to prepare the stage.

Callaway’s new brand film is available now across Callaway Golf Europe’s channels. Watch the full film on Callaway Golf EU YouTube.