Jackson Hole Tourism
Selfie Control
In Jackson Hole, Wyoming tourists were getting too close to wildlife for the perfect selfie. They needed self control so we created Selfie Control—a simple Instagram filter that educates tourists on the exact distance they should keep from wildlife.
To help protect wildlife and people all over the globe the filter is also open source, so other destinations can create their own versions.
Case Study Video
Print, social, digital and OOH brought the Selfie Control message to offending tourists.
Awards
Sabre Award: Best Use of Instagram
Shorty Award: Best Use of Filter
Establishing Look, Tone & Feel
I helped define and evolve Jackson Hole’s creative expression. It’s gritty, it’s primal, it’s where freedom and fear intersect and it speaks to the Jackson Hole traveler on a deeper level. For those who are comfortable being uncomfortable in the mountains. Sometimes we leaned into shots of vast mountain landscapes to highlight the impact the land has on us as people. Other times we leaned into candid shots that bring to life humanity in a raw, authentic way. The tone has some teeth to it, an edge, an air of extreme, just like our travelers who come to revel in one of the wildest places on earth.
Below are a collection of assets from different campaigns we ran that lived across every touchpoint: OOH, print, digital, video.
Leave it as it is
A film featuring Teddy Roosevelt’s great-great-grandson reading the former president’s famous conservation speech. Through this emotional storytelling we proved that a call to preserve the wild in 1903 is just as relevant today.
The Mountain of Youth
According to the U.S. News & World Report, Jackson Hole locals live 10 years longer than the average American. Everyone is looking for the fountain of youth in all the wrong places. In this winter campaign we used Jackson Hole athletes and local legends to prove that the secret to staying young is staying wild.
Tread on the Trail
With tourism on the rise, Jackson Hole’s iconic hiking trails were overcrowded so many people wandered off-trail, leading to ecosystem destruction. We needed to tell hikers to stay on the trails, but more signage only impedes the natural beauty. So, we created hiking boots that left behind a subtle footprint with a strong message.
Leave Hibernation to the Animals
We took a comedic tone and parodied a nature documentary to capture the spirit of those who flock to Jackson Hole in the winter instead of hibernating like other creatures.
