The Brief
“Been there, done that.” The most dangerous sentence in tourism marketing.
International travelers thought they already knew the United States. New York, LA, the Grand Canyon — check, check, check. Our job was to crack open the gap between assumption and reality and make people feel something about a place they’d already figured out.
The Insight
The postcard version of America is the enemy.
The gap between what people assume about America and what’s actually there is enormous. Frame it as contrasts and you’ve got a creative engine that never runs out of fuel.
The Work
More to Discover. In every language.
We shot anthemic split-screen films using match cuts to dramatize contrasts. Built for transcreation from day one. Social, digital, outdoor, influencer, print — every channel carried the same split-screen language. One idea adapted everywhere without feeling diluted.
We stopped selling landmarks and started selling contrasts.
The Results
Languages
Assets
Anthemic split-screen films using match cuts to dramatize contrasts. Built for transcreation from day one. Film, social, digital, outdoor, influencer, print — every channel carried the same split-screen language.
My Take
The hardest brief is the one where people think they already know the answer. Most global campaigns lose their soul by the third translation. This one didn’t, because the idea was built on images and feeling, not language.