ALWAYS IN SEASON.
Fall in Frankfort doesn’t wait—so neither did we. In just five days, our three-man crew captured the rhythm of a lakeside town built on motion, color, and community.
Fall gave us a bit of everything—drizzle one hour, clean sunlight the next. Instead of hiding from it, we built it into the film. We shot in the rain, embraced the moody weather, and used indoor spaces as naturally as the outdoor landscapes. The season guided us, showing how travelers can find comfort, adventure, and beauty no matter what the sky is doing.
Every frame was designed to feel big, even with a small footprint. Because the “Always in Season” campaign isn’t just about travel—it’s about how much a place can hold in a single moment.
LEAN TEAM.
DESTINATION-DRIVEN THINKING.
PURPOSEFUL PLACEMENT.
To broaden the impact of the “Always in Season” campaign, we developed a targeted suite of display advertising for digital, print, and out-of-home. Guided by demographic insights, we shaped each asset to speak directly to the audiences most likely to engage—adventurers, families, weekend travelers, and those searching for a slower pace.
Every word and visual choice was deliberate. Our copy was built to trigger emotional connection, our imagery to spark curiosity, and our layouts to hold attention across every format. Social banners, website placements, print ads, and high-visibility outdoor executions all worked in harmony to extend the campaign’s reach.
The result is an approach that doesn’t simply promote Michigan—it invites people in, reinforcing the story of the place while inspiring travelers to make it their next destination.
