PROBLEM: Winter is an unpopular time to travel.
INSIGHT: Michigan was literally carved from glaciers and crafted by nature to make the most out of Winter
IDEA: Let’s not just get through the cold months, Let’s Winter.
ROLE: Art Director, Copywriter*
Broadcast
*Written by Marcus Morabito
“FROM SHOOT TO FInish”
In order to create this Pure Michigan campaign, I helped curate activities, shot lists and mood boards to inspire our photographer while working to select talent and locations with the crew. With client approval and media checklist, the team set out the season before and captured video and photography assets. These were orchestrated to support an interactive campaign including broadcast, digital and social content creation. All images and videos by Aaron Peterson Studios
Instagram Stories
Out-Of-Home Executions
Weather Triggered Media
This digital OOH board updated its messaging and visual based on actual weather conditions in Michigan.
