The Ask

Pure Michigan’s goal was to inspire tourism to the state’s Upper Peninsula by positioning it as a destination defined by breathtaking landscapes, vibrant culture, and an authentic sense of place. The campaign needed to reach audiences beyond Michigan locals and spark interest among national travelers considering new destinations.

The Approach

To deliver on the brief, we took a people-first approach, showcasing locals in the Upper Peninsula and their deep connection to the land. Through Michael George’s perspective, the campaign highlighted how pride, culture, and tradition shape the region just as much as its natural beauty. The hero video anchored the storytelling and was supported by a custom microsite, Instagram Reels, IG Stories, and digital articles, all designed to extend the narrative across platforms and reach travelers in meaningful ways.

What I Did

As Producer and Creative Lead, I managed the campaign from development through delivery. I worked with Pure Michigan to align their brand goals with National Geographic’s editorial approach, partnered with Michael George to shape the narrative, and oversaw production on location. I also directed the content and media strategy, including the delivery of a hero video, an Instagram Reel and Instagram Story, digital articles, and a custom microsite to house the campaign. The story was recognized with a Global Silver Promax Award, underscoring its creative impact and success.