Campaign Concept: Enchantment, Captured for New Mexico Board of Tourism

THE STORY: As far as millennials go, if you make a place look like an Instagrammable fairytale land, they will come. Because as young people, we value experiences and memories over things; just so long as we are able to post about it on social media. Through “Enchantment, Captured” we will bring the places and adventures that make New Mexico so special to life in a way that draws not only the eye, but the visitor.

THE LOOK: Bold font face. Eye-catching full bleed images that capture the beauty and enchantment of New Mexico. Recreating the mise en scene of retro travel posters through photography and design.

FURTHER APPLICATION: The creative lends itself well to traditional advertising properties (print’s not dead!) as well as digital-forward spaces like Snapchat’s geofilters and Instagram’s filter library. But since this campaign is a giant nod towards the nostalgic, we will also create postcards, suitcase stickers, prints, and more hands on, gotta collect-em-all hard goods.