DesTination BC

Campaign: Let The Outside In
Role: Executive Creative Director

British Columbia is defined by nature. Yet modern life is pulling us away from it. We now spend more than 90% of our time indoors, surrounded by screens and artificial environments instead of the natural world. As a brand dedicated to the role nature plays in our lives, Destination BC wanted to bring people and nature closer together. To help promote their purpose, we developed a new global brand platform and launched the campaign with a cinematic film, inspiring potential travellers to reconnect with the wonder of nature in British Columbia.