Still Pure
This year more than ever, people are dreading spending short days and long months inside. It might feel like everything is different but in Michigan, the temperature is still dropping and the snow is still falling. Ice is still hardening and trails are still challenging. Michigan is still the same great, safe winter destination it’s always been.
Client: Pure Michigan
Agency: McCann Worldgroup
Partner: Craft
Role: Creative Director
Dark Skies
To increase visitor traffic to the state of Michigan, we created a campaign that presented the idea that Northern Michigan has a plethora of star parks to view breath-taking star fields from. A series of billboards were also created in-state as well as surrounding states, to amplify the messaging and increase awareness.
Client: Pure Michigan
Agency: McCann Worldgroup
Partner: Hiatus Post
Role: Creative Director
During beginning stages of the Covid-19 pandemic, the Pure Michigan Visitors Bureau wanted to put out a message to calm travelers and people of Michigan. Since everything and everyone was locked down, we decided to re-use some audio tracks of Tim Allen that were used for the previous Pure Michigan commercials. We simply obtained UGC imagery of people staying home, but still expressing their Pure Michigan spirit.
Client: Pure Michigan
Agency: McCann Worldgroup
Partner: Craft
Role: Creative Director
