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
I directed the rebrand and wrote the new brand positioning, tagline and brand story.
A revolutionary institution of modern dance. RDT is the nation’s oldest and most successful repertory dance company. In honor of its 50th Anniversary, the venerable institution wanted to connect with a rising generation of modern dance patrons.
The work:
Strategic brand positioning and messaging, plus a full visual overall.
The brand story:
For 50 years, RDT has pushed the boundaries of modern dance, while preserving and celebrating its legacy. It was radical when Utah modern dancers beat out the big city stalwarts to receive a Rockefeller grant establishing us as the nation’s first repertory dance company. Today, we’re just as revolutionary as we were in 1966. Join us for our groundbreaking 50th Anniversary season.
New viewers often ask us what to expect from an RDT performance. We tell them grace and athleticism, beauty and power. Beyond that, we tell them to embrace the unexpected. So, what is RDT Dance all about? Simply said, we are about art. Art in motion, expressed through our bodies as modern dance. Art that in its immediacy and intimacy can be both thrilling and profound. Art that challenges you, and art that you won’t see coming.
The team:
Creative director: Alexandra Fuller
Account director: Machel Devin
Design Director: Matt Manes
Writer: Alexandra Fuller
I pitched and won the account, then directed the rebrand, collateral and environmental designs, and all recruitment materials.
Westminster College has smart, engaged students, devoted faculty and a passionate board. The leafy campus in Salt Lake City offers stunning mountain views and quick access to trails, ski resorts and national parks. All this, and yet Westminster was not meeting its enrollment goals.
The challenge:
Westminster had many involved stakeholders, who were pulling the school in different directions. Consequently over the years, the brand of the school lost its focus and was perceived as indistinct and overly costly by prospective students.
The approach:
A lengthy research project led to a new brand positioning: Westminster is an independent, private college for people who want to live lives of consequence.
The work:
From the positioning came a new visual identity, iterations of which were workshopped with both current and prospective students. More than a logo, the entire Westminster narrative was overhauled, from the The Preview (the iconic viewbook sent to high school seniors), to the script used by campus tour guides, to the wayfinding signage on that campus. As part of the transformation, we profiled undergraduate and graduate students and shot all new photography that conveyed the school’s new brand voice of being candid, intimate, curious and conscious.
No matter where you come from, when you begin learning at Westminster, you’re launching a meaningful life.
The team:
Creative director: Alexandra Fuller
Account director: Kylie Kullack
Producers: Heather Holt-Lister, Craig Steiner
Design director: Matt Manes
Strategy director: Jennifer Hughes
Writers: Matt Reschke, Shawna Harch
Art directors: Chris George, Tyler Kracht
Photographer: Mikey Kunde
I pitched and won the business, directed the rebrand, the website and ad campaign, presented the work on stage to 650 people, then consulted with the client's in-house creative team to extend the campaign executions over time.
Scottsdale, Arizona needed to get its mojo back. Worried that travelers no longer found appeal in its distinctive desert setting, Scottsdale’s marketing efforts had turned apologetic and often disingenuous. The brand had further overcompensated by expanding its focus wide enough to encompass a “something for everyone” attitude. And that attitude, of course, really says nothing at all.
The approach:
Refocus the Scottsdale brand on three proven brand attributes: a stirring beauty, an indulgent getaway and the desert experience. Introduce the new Scottsdale brand to the world by expressing what the new brand position of effortless revitalization actually feels like.
The work:
A new brand identity, rooted in extensive audience research. An invitation to travelers to Come see what blooms in the desert. A new website to give Scottsdale travelers a double shot of inspiration and information, in a way that feels as effortlessly revitalizing as the rest of the brand. An ad campaign designed to change people’s misperceptions about the Scottsdale desert by confidently reclaiming them, while turning them on their heads.
The results:
$229 million direct economic impact from the campaign’s first year
857, 297 trips to Scottsdale directly attributable to the campaign
The team:
Creative Director: Alexandra Fuller
Account Director: Machel Devin
Producers: Heather Holt-Lister, Craig Steiner
Brand Strategist: Jennifer Hughes
Brand Design Director: Matt Manes
Campaign Creative Director: Scott Sorenson
Writer: Matt Reschke
Art Director: Chris George
Interactive Design Director: Abe Levin
UX Designer: Sarah Higgins
Interactive Designers: Joanna Papaleo, Nadya Bratt
Video Production Partner: Variable
Video Director: Lloyd Lee Choi
Photographer: Joey L.
A short narrative film about the power of place and the nature of power in the modern American West. Vimeo Staff Pick.
Written and directed by Alexandra Fuller and Anson Fogel
I pitched and won the business, then directed the rebrand and the PSA campaign.
The Department of Environmental Quality (DEQ) had an identity problem. Namely, that it didn't have one at all. Out of 600 Utah households surveyed, less than 3% actually knew the Utah DEQ even existed. Those that did assumed it was a finger-wagging, government regulatory bureaucracy.
The approach:
Create a new public face that brought the DEQ out of obscurity and positioned the department as an impassioned and helpful group of citizen advocates and credible, approachable environmental health experts.
The work:
In honor of the department’s 25th anniversary, show off DEQ’s friendly and relatable nature with a more consumer-facing visual identity designed to represent the three elements of the environment that DEQ protects for the Utah citizenry: air, land and water.
A PSA campaign positioned the DEQ’s approachable professionalism as the antidote to public confusion—personified by quirky guy-next-door character named Phil. We aimed to make the humorous PSA videos feel as friendly and unexpected as the new brand. We also created a Twitter account for Phil, our misinformed environmental enthusiast.
The results:
Judges Choice and Gold award at American Ad Federation awards
Personal commendation from Governor
The team:
Creative Director: Alexandra Fuller
Account Director: Jen Riley
Producer: Craig Steiner
Design Director: Tosh Brown
Designer: Henry Smith
Writer: Matt Reschke
Art Director: Chris George
Video Production Partner: St. Cloud
Video Director: Axorama
A short documentary about a Mormon fundamentalist who shares a husband with her younger biological sister.
Premiered at Sundance Film Festival, won the Jury Prize at SXSW and screened at over 45 festivals globally.
Directed by Jill Orschel
Produced & Edited by Alexandra Fuller and Jill Orschel
I pitched and won the business, conceived the idea, then wrote and directed all advertising.
The challenge:
The Mighty 5® tourism campaign was so successful that some of Utah’s five national parks began to feel the effects of overcrowding. How can we harness the equity of the Mighty 5®, while sharing the love—and the visitors—with the entire red rock region of Southern Utah?
The approach:
No landscapes are more fundamentally American—wild, open and free, breathtakingly beautiful and full of hope—than those of Southern Utah. The Mighty 5® national parks, the equally majestic state parks, and the untold nameless vistas seen along the road. Traveling The Road to Mighty through Southern Utah is an essential American story that’s more about the journey than any single destination. And tapping into this birthright connects us to a national legacy of artists, visionaries and adventurers who have all done the same.
The work:
Harness the romance of a road trip through the iconic American West with a multimedia campaign celebrating the public lands of Southern Utah and the writers and artists who have been inspired by these landscapes for centuries. Because whether we live in a high rise on the east coast, or a suburban house on the west coast or have never set foot above the Mason-Dixon line, when we close our eyes and dream of a road trip through the American West, we picture the landscapes of Southern Utah. They’re all a part of us. They’re our birthright.
The team:
Creative director: Alexandra Fuller
Account director: Jen Riley/Kylie Kullack
Producer: Craig Steiner/Robyn Reynolds
Associate creative director: Dave Bunnell
Strategy director: Ben Peters
Interactive design director: Abe Levin
Art director: Chris George
Writer: Alexandra Fuller
Production partner Camp4 Collective
Video director: Anson Fogel
Photographer: Mikey Kunde
I brought the project to the table, directed the website work and the influencer campaign, and provided writing for both.
After an earthquake devastated Nepal’s mountain villages and rich lowland culture in 2015, recovery efforts were swift and significant. But still, wary tourists stayed away. To restart Nepal’s tourist economy, the world needed to see beyond the destruction to the country's enduring beauty.
The work: A website and a social campaign that allow people to get ideas about traveling to Nepal, to share their own stories and imagery about why they love Nepal, and to purchase merchandise, with all proceeds going towards rebuilding efforts.
The results: The campaign launched on the one-year anniversary of the earthquake, with brands like Google Maps and The North Face, as well as celebrities like Jared Leto and Josh Brolin sharing it in the first 24-hours alone.
The team:
Creative director: Alexandra Fuller
Account director: Jeremy Chase
Producer: Patrick Hopkins
Design director: Tosh Brown
Interactive design director: Abe Levin
Designer: Kirsten Rodgers
Interactive designer: Jordan Manke
Developer: Patrick Sullivan
Writer: Alexandra Fuller
I conceived the campaign idea, directed the interviews and photo shoots, then wrote the brand narrative, website and advertising.
A 1/1 mark represents a total original, something unlike anything else.
O.C. Tanner is the premier, independent jeweler in the Intermountain West. Trouble was, its own brand had been subsumed by the brands of its designers.
What started as an OOH ad campaign evolved into a breathtaking print piece, a bespoke website and ultimately a company’s credo and north star.
Team:
Creative director: Alexandra Fuller
Account director: Kylie Kullack
Interactive creative director: Dustin Davis
Design director: Matt Manes
Writer: Alexandra Fuller
Interactive designer: Rebecca Clayton
Photography partner: BPD Studios
I conceived the campaign idea, then wrote and creative directed the videos.
When you're the classiest hotel around for travelers, how do you remind locals that you offer something for them, too?
Executive Creative Director: Steve Driggs
Creative Director: Alexandra Fuller
Writer: Alexandra Fuller
Art Director: Phil Smallwood
Video Director: Ed McCullough
Trailer for National Geographic Channel feature film about a colorful and varied cast of characters preparing for the end of the world.
Directed by Rob Van Alkemade
Produced by Alexandra Fuller and Rob Van Alkemade
Executive Produced by Greg Smith
I pitched and won the business. I was the lead writer in developing the Take Flight campaign concept, then creative directed the week-long shoot and directed the video edit afterwords.
The OG helicopter skiing operator needed to connect with a new generation and dispel the myth that the brand was only for stuffy, old rich guys.
The approach:
Make the right audience experience how a week at CMH feels better than just about anything else on the planet.
"To ski powder is akin to flight. Soaring motion and utter stillness contained in the same moment. And a rock’ n ’roll base line thumping wildly in your heart."
The work:
A campaign concept that distilled the CMH experience to its three-dimensional essence:
· The epic joy of powder skiing
· The camaraderie forged in the mountains
· The restorative power of wildness
A new brand anthem video targeting Gen X ski travelers. A detailed campaign guide that allowed the client to execute supporting digital assets in-house.
The team:
Creative Director: Alexandra Fuller
Executive Creative Director: Steve Driggs
Account Director: Jeremy Chase
Producer: Stevie Meier
Writers: Beth Lopez, Garrett Martin, Alexandra Fuller
Design Director: Matt Manes
Video Production Partner: Forge Motion Pictures
Video Director: Anson Fogel
I conceived and pitched the idea, then wrote and directed a team to create the full campaign.
The Greatest Snow on Earth® . After years of selling only the tactical benefits of a Utah ski vacation, how do we personalize it allow people to connect with the emotional benefits?
The approach:
Dust off a decades-old, but still memorable slogan: The Greatest Snow on Earth®. Offset the hyperbole by making it personal, then feature real Utah locals representing each of our core traveler demographics, showing what that slogan means to them. Ultimately encouraging each traveler to Find Your Greatest in Utah.
The work:
A multichannel national advertising campaign featuring six Utah locals, each representing a personalized aspect of the Utah ski vacation experience. A content-rich microsite with tips and recommendations from these six influencers and other locals willing to divulge their secrets for powder stashes, slopeside hot toddies, kid-friendly restaurants, downtown bars and yoga poses to prepare for a day on the mountain.
Results:
$312 million in visitor spending directly attributable to the campaign
ROI of $101 in visitor spending for every dollar spent on the campaign
Creative appeal ranks higher than winter ads for competitors: Colorado, Wyoming, Montana
Website won Webby honorable mention
I pitched the client for a three-year agency of record engagement, then conceived and creative directed this campaign.
It's a joy to come home here. That short sentence laid the foundation for the rebrand, advertising, website and brand content we created for Lennar, one of the world's largest homebuilders. How do we humanize the brand and express the emotional truth of homebuying, not just the floor plans and fixtures?
The challenge:
Lennar's NextGen home models offer a small home within a larger one, designed for multigenerational family living. And while the features are distinctive, what's most interesting about the homes are the families that live in them.
The approach:
Instead of calling out the feature details of the homes, we let the families show us how they utilize these features to enrich their lives.
The work:
10 unique, multigenerational families across the country living in Lennar NextGen homes. Tell their stories through photo essays and short documentaries. Host the stories in an interactive landing page that allows users to explore multigenerational living for themselves. Then build a digital ad campaign around this branded content to drive interest.
The team:
Creative directors: Dustin Davis & Alexandra Fuller
Account director: Machel Devin
Producers: Stevie Meier, Craig Steiner
Writer: Alexandra Fuller
Art director: Laura Crigler
Interactive designers: Regina Smith, Austin Ramsland
Developer: Ryan Harmon
Production partner: Camp4 Collective
Video director: Anson Fogel
Photographer: Mikey Kunde
I concepted the campaign and wrote the TV commercial scripts.
The online glasses retailer wanted to go head-on with its more conventional brick & mortar competitors by highlighting how ludicrous it is (although the commonly accepted norm) not to include the lenses in the cost of a pair of new glasses. At glasses.com, the lenses are included. For free.
The approach:
A network broadcast campaign that used humor to make viewers question the long-held assumption in eyewear that lenses must be purchased as an extra.
The team:
Executive creative director: Matt Anderson
Creative director/writer: Alexandra Fuller
Art director: Chris George
Account director: Jeremy Chase
Producer: Craig Steiner
Production partner: Fueld Films
Video director: Munn Powell
