I conceived the idea, pitched and won the business, then wrote and directed the resulting campaign. 

Five existing national parks—Arches, Canyonlands, Capitol Reef, Bryce Canyon and Zion—all wrapped up in a compelling, new, must-do brand called The Mighty 5®. Trademark that shit. Five national parks. One epic vacation. Only in Utah. Launch an ad campaign that allows viewers to experience what it feels like to be there, not to learn what features and amenities are available. Put it on TV. Put it on the internet. Put it on giant buildings in LA and Denver. Put it on everyone’s minds.

The challenge:
People saw photos of Salt Lake City and assumed it was Denver. A photo of iconic Delicate Arch? That must be in Arizona. To compensate for its identity problem, Utah’s advertising efforts were totally unfocused, proclaiming that state offered all things for all people.

The approach:
Find Utah’s special sauce, the one thing it could lay claim to uniquely: five national parks, located close enough together to explore in a single, epic road trip. Package them together, brand them as a bucket-list adventure, and show the world how to experience The Mighty 5®.

The results:
$1.96 billion in visitor spending directly attributable to campaign
$338:1 ROI in tourism revenue for every dollar spent on the campaign
Platinum Adrian Award at 2014 HSMAI
Best Broadcast and Best Integrated Award at 2014 U.S. Travel Association

The team:
Executive creative director: Steve Driggs
Creative Director: Alexandra Fuller
Account Directors: Jeremy Chase, Kelly McClelland
Producer: Craig Steiner
Writers: Alexandra Fuller, Garrett Martin
Art Director: Phil Smallwood
Video Production Partner: St. Cloud
Video Director: Ryan Gibb