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. When we lose our connection to nature, we lose connection to the people and the world around us. As a brand dedicated to the role nature plays in people’s lives, Destination BC saw an opportunity to lead and promote getting back outdoors. Let The Outside In is the creative expression of BC’s purpose to bring people and nature closer together. To launch the new positioning, we produced a cinematic film to remind us that it’s time to reconnect with the wonder of nature.