The ask

Craft a social media content series that uncovers and celebrates the unique aspects of the state, aiming to boost travel from locals and people from out of state.

What we did

We decided the creative hook of the series would be to dispel the misconceptions of the state like the fact that Utah lacks diversity and has a community primarily made up of white Mormons.  We began with people who would know Utah better than anyone else: locals and natives. We found six incredible people to share their stories and as well as responsible travel and preservation practices.

With one episode devoted to each of our advocates, the series shared their inspiring stories, piquing the interest of locals and visitors alike. Since the series would be watched primarily on IGTV, we took a social-first approach and shot in a vertical video format. In total, the videos reached 1.05 Million impressions, and 30.8k video plays passed 75%.

I lead the creative development of this series in collaboration with our internal creative team and a production team out of Utah. 

Creative Lead (ACD) & Art Direction - Colin Ofloy
Sr. Producer (agency) - Kate Adolphson
Production - Blank Space