Let Curiosity Take the Lead
Role
Art Director
Industry
Tourism
Client
Chapel Hill
The Problem
The existing campaign didn’t capture the energy of Franklin Street—the heart of downtown Chapel Hill—creating a disconnect between how the destination felt and how it was being represented.
The Visitor’s Bureau requested a new photography direction built around a single hero image and headline, with no graphic elements or collage.
The Insight
People don’t just want to see what a place looks like—they want to feel what it’s like to be there. For Chapel Hill, that feeling lives in the energy, personalities, and in-between moments of Franklin Street.
Working with a single image and headline created an opportunity for the photography to do more than document the town—it could carry the experience itself, making the visual more immersive and expressive.
The Approach
I led the photography approach using wide-angle and fisheye lenses to put viewers inside Franklin Street moments through proximity and presence. For social, I extended the system with stereoscopic photography to introduce motion and dimensionality that would drive stronger engagement.
I developed detailed shot lists in collaboration with my Creative Director and directed the on-location shoot—guiding framing, subject interaction, and expression to capture moments that felt immersive and real.
The Outcomes
The campaign was approved on first presentation and launched in early 2026 across print, social, display, and OOH.
During the presentation, the client assumed we had captured real Chapel Hill residents rather than directed talent—confirming that the work captured the feeling of being there in a way that felt real and ownable for the brand.
Tools
