Naturally Distant

Challenge

At the start of the pandemic, we were all looking for ways to connect while staying safe. As businesses closed, our parks remained open and served as free places for people to safely connect with community, themselves, and the natural world. We were quickly tasked with finding a way to communicate the message that Tennessee State Parks were open and providing safe overnight stays, dining, and recreation opportunities.

Solution

The “Naturally Distant” campaign involved a mix of traditional ad buys, social media, and a beautifully produced commercial, all communicating our core message: Tennessee State Parks offers safe options for outdoor adventures.

Commercial

I wrote the script for an Addy award winning commercial titled Open the Door to Adventure. These 15 and 30 second runs featured quick cuts and inspiring visuals paired to rhythmic organic sounds. My idea for this commercial stemmed from the idea of welcoming visitors to our parks with open doors. I wanted to inspire the adventurous spirit within us all that way begging to be let out after months of lockdown.

Billboards