I pitched and won the business, conceived the idea, then wrote and directed all advertising.
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?
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.
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.
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