Let Curiosity Take the Lead
Role
Art Director
Industry
Tourism
Client
Chapel Hill
The Problem
The existing campaign did not fully capture the energy of Chapel Hill—especially the heart of downtown, Franklin Street—leaving a gap between what the city feels like and how it was being represented. The Visitor’s Bureau requested a new photography direction, but with a constraint: only a single hero image and headline, with no graphic elements or collage.
The Insight
People do not want to just see what a place looks like—they want to know what it feels like to be there. For Chapel Hill, that feeling is the energy of Franklin Street, the personalities, and the moments that make you feel like a part of something real.
The Approach
After researching tourism photography and presenting potential directions to the client, the wide-angle and fisheye lens approach was selected—putting viewers inside Franklin Street moments rather than observing from a distance. To extend the campaign into social, I proposed stereoscopic photography, using an app that mimics the effect, to create motion and dimensionality that would drive stronger engagement.
I developed detailed shot lists—working with one of my Creative Director on location selection—outlining specific scenarios, angles, and moments to capture at each spot. On set, I directed camera angles, subject positioning, and authentic expressions to create images that felt immersive and real.
The Outcomes
The client approved the campaign immediately with no revisions. Launched the first week of 2026, it is currently running across print, social, display, and OOH.
The strongest validation came during the presentation, when the client asked how we got so lucky finding subjects on location—they assumed we had captured real moments with Chapel Hill residents rather than working with directed talent. The response confirmed that the work successfully translated the experience of being there into an ownable, authentic visual direction—one that differentiates the destination in the tourism category and creates a foundation for the brand's evolution.
Tools
