Welcome to The Alberta Golfers Collective. A series dedicated to celebrating the creatives, the weekend warriors, the straight up golf addicts that are just as important to the complete identity of golf in our province. We have everyday golfers that bring insight from a number of different and interesting fields to our game in unconventional ways, that challenge the status quo but still want the best for our ever-growing community. So I’m looking to share that story with this ongoing series.

So, to start this project I thought I’d start with someone who you’ve already seen through this platform – his work anyway. Remember these videos that popped up over the summer? Well, if you think that Ryan O’Neill was able to come up with something this dope, you’d be brutally wrong. But thank you for the benefit of the doubt.

If you made it to the credits of those videos (Marvel fans like myself always know to say until the credits!) you would have seen Alex Pugliese or “APerspective” listed as the Videographer/Director. Millennials I tell ya, can’t just go by your real name anymore, you have to throw in the Instagram handle.

Alex is a videographer, photographer, business owner, sports enthusiast, mountain wanderer and a guy that has a crazy big smile. He was our man behind the lens for our 2-episode summer series and while his talents with a camera are limitless it’s a whole other story when you put a driver in his hands. I can say that though because he’s one of my best friends.

He’s a golf freak and when you have “perspective” in your business’ name the thought was to get his take on the crazy game we all love. But as a videographer he also has an eye for creativity, a sense for what the industry needs to do to be more inviting, to sell a story and how to capture audiences that are scrolling frantically on a daily basis.

RO: “There’s obvious opportunity and potential given your line of work to be heavily involved in the golf industry. Explain where your expertise could help the game of golf?”

AP: “I believe that I could help showcase a lot of different destinations, services and products within the Alberta golf community. Utilizing video on your website and social channels will increase trust, reach and relatability with potential customers. Not only does Google love video for increased search results, but video is a very underutilized form of media in the golf community. It will help courses and products stand out from the crowd. Video is the most important type of media in today's digital age and there isn’t anything that I would like to capture more, then golf.

Quick pause: if there are golf course people reading this, take notes. Video! Alex says video is the answer!

RO: “Well let’s follow up on that - what kind of content or experiences are needed? Are there projects you could see yourself diving into?”

AP: “I believe for most courses or brands starting out, there are 2 main questions that their content should answer. Why should I come play your course and why should I buy your product? I believe there are many more reasons to drive hours away to play a round of golf other than the fact that my friend’s dad really liked that course. I also believe there are more reasons to buy a product besides supporting local. There are untold stories, hidden landscapes and just really cool things in the golf community that deserve to be showcased. Of course, there are many different types of content that any golf brand could be producing, but I believe this is the essential starting point to grow from.”

RO: So, GolfLifeAB was created to bring a side of golf specifically to Albertans that perhaps wasn’t being shared before and untold stories and hidden landscapes sound right up our alley! But Alex, share us your perspective (see what we did there?) on the landscape of golf in Alberta. Nerd out for a second in this safe space, we won’t judge you!

AP: I think golf is pretty darn cool in Alberta. I think you realized that, which is why I am here talking to you about it. Alberta has a plethora of landscapes to offer and there are golf courses built on every type. We also have a shortened season which makes us all that much crazier about it. In my 20 years playing the game, going to golf shows and playing a lot of golf in this province, I think we are very lucky as Albertans to have access to the golf that we do.

RO: What experiences are on your #GolfLifeAB bucket list?

AP: I still need to play all of the courses in the town of Canmore, which is way overdue. I really want to travel north of Edmonton and play more golf up there. I also need to go play Dinosaur Trail while listening to the Jurassic Park theme song on loop. And I absolutely have to make my debut on the Alberta Golf Tour, while trying not to embarrass myself.

Another pause: Alex is a big dinosaur guy. Honestly, Alex has a lot of quirks that I can’t help make fun of (I’m shocked we didn’t end up talking about his love for ducks) but it’s also why he’s just a genuinely good dude. Okay sorry, no more bro-mance, back to the interesting stuff.

RO: Where do you draw creative inspiration from? Golf related or not or both?1 

AP: I draw creative inspiration from a handful of places. Travel videographers do a great job of showcasing different cultures and landscapes. There is always something unique to pull from that style of content. I am a sucker for sports content and seeing all of the amazing videos that get produced in that space is always super inspiring. Lastly, I would say watching movies and music videos can be very inspiring for the composition, color grading, transitions and pacing of videos.

RO: Well, you’ve worked with us on two projects that I would loosely call “sports” while capturing some cool landscape with our Hardest Holes in Alberta videos. You dealt with my ridiculous “producing” we’ll call it and still crushed those videos, but everyone is their own harshest critic – what are you working on to become better and improve your skillset? To hone your craft?

AP: I will be the first one to critique my own work but I am also a person that likes to get things done. The latter helps me fight off perfectionism but once I have completed a video, I can write a list of things that I would have done differently. These are the things that I take into my next shoot or that I research how to improve. I struggle with monotonous jobs and I have found in doing photo/video that there is always a way to improve or to do things differently. Everything from camera settings, to lighting, to sound design to color grading and so on. It’s so crazy and awesome all at once!

RO: Sounds like some parallels can be made with your line of work and this silly game of golf.

AP: It comes down to perseverance. If you are plagued with duck hooks off the tee, you still have to find a way to make par. It’s the same in life. If something isn’t going your way, you have to find another way to achieve what you need to do. Even if that means putting the boom stick away for the rest of the round.

RO: What is golf for you?

AP: Golf is a disconnect for me. It is the one activity in the world that completely frees my mind and inhibits me from ever touching my phone. The best part is, I’m not really even thinking about golf when I’m out there. For me, it’s my time to connect with old/new friends for 4 hours, hit some crazy shots and have some laughs.

Alex does this thing where he walks on to the tee box and readies an AHAP swing. “As hard as possible.” The results are exhilarating.

RO: Well Alex, we would be remiss not to ask a creative like yourself: what YOU would like to see more of from #GolfLifeAB. Challenge us, we’re up for it!

AP: I want to see more video content!

Should have seen that coming. Silly question Ryan.

AP: Now that vertical video is accessible on all platforms (FB, IG, Twitter), let’s get some challenge videos going while out playing on the course. Closest to the pin, up and down out of crazy bunkers or a 1-hole vlog. I think stuff like this is a lot of fun, puts your games on blast but ultimately can showcase unique aspects of certain courses in a very interactive way.

Easy for the camera man to say, right? He doesn’t have to put his golf game on display for the whole internet to see.

If it wasn’t clear Alex has a relentless passion for the game and I get to see it all summer long. It’s been even more fun watching him take up what used to just be a hobby, taking pictures and making videos (there might be some early YouTube videos on the dark web somewhere of his early work tht is must watch TV), and turn it into a full-blown business. He’s dedicated and it’s a little bit contagious if I’m being honest.

If you’re interested in learning more about Alex or just giving him a follow on his socials click here or here and even here. APerspective Media can help deliver videos and photos to a variety of clients for advertising, website and social media use. He showcases services, tells brand stories, shoots creative reels and assists with the launch of new products.

He’s also real cute.