CASE STUDY: TRAVEL OREGON "ONLY SLIGHTLY EXAGGERATED"
Capturing the spirit of Oregon and the imaginations of millions
"Have you ever tried to snap a picture of a beautiful landscape, only to look at your phone and think, 'No, but it’s better than that. I swear!' Even with the most advanced cameras and editing software, it’s almost impossible to capture what you’re really seeing, feeling and experiencing in Oregon."
Bryan Mullaney, Global Marketing Insights and Planning Manager at Travel Oregon
Todd and Kylie, working with agency Wieden + Kennedy and animation partner Sun Creature, built a new, illustrative visual language that evoked the feelings of joyous wonder and discovery that every traveler experiences. Assembling a global team of artists, we developed a look that was at once instantly reminiscent of the golden age of Disney and Japanese animation but carried the distinct voice of Travel Oregon.
By using animation, they had the perfect medium that could conjure emotions and create a sense of magic about Oregon in a way that wouldn't have been possible with live photography.
Following the development process of a feature film, we focused on the story, characters while simultaneously establishing an expansive color script. We utilized shifts in scale that bring the camera into the heart of the action and out again while mixing tranquil moments with exciting bursts of action and sweeping camera moves - all of which built the drama of an epic journey in a short amount of time.
"For the second Travel Oregon with Sun Creature and W+K, we launched right into creative development and production and expand on the magic and whimsy. We were able to create some great mythical creatures: a rocky turtle island that controls the rising sun, an old, bathing tree that feeds the bees, a furry, pastry-loving beast, majestic cloud giants... It was again an amazing collaboration of incredible artists pouring their passion into every frame and it shows."
Kylie Matulick - Director
It was shared more than 68,000 times fueling significant audience engagement across social channels - many of the commenters noted specifically the quality of animation and recalling their personal connections to the places depicted, saying the film made them want to visit.
A Longwoods International Ad Accountability Study found that for every $1 invested in Travel Oregon’s advertising campaigns, the state saw a return of nearly $157 in visitor spending and $8 in tax revenue for the benefit of Oregon residents.
The richness of the scenes and characters within both films create a year-long library of modular content for Travel Oregon feeding into its print, web and social media. .
Of course, when you have other states weighing in on how great your campaign is. That’s when you know you’ve done something very, very right.
DEEP DIVE INTO THE CREATIVE DEVELOPMENT: