State of Washington Tourism - True to Nature Campaign 2023 - 2025
After more than a decade away from the market, State of Washington Tourism returned with a renewed focus: celebrating the shared values that connect Washingtonians and travelers. Through conversations with hundreds of voices across the state, we uncovered a simple truth—culture and nature are at the heart of every Washington experience.
This insight inspired Inspiring Humans, a purpose-driven, documentary-style campaign built for the “Pathfinder”—curious, inventive, and connected individuals who seek growth and deeper meaning in every journey.
The result? Washington leapt from last to first in the West for travel intent, and every dollar invested returned $69. Proof that when you lead with shared values, people follow.
True to Nature Campaign
Won Bronze in the Internet Commercial category at AdFed's The Show 2025 in Minneapolis.
Client: State of Washington Tourism
Production Company: WonderCamp
Agency: Adventure Creative
Creative Director: Manda Blake & Jenny Radack
Director: Tim Kressin
Producer: Davis Goslin & Katie Graham
Photographer: Greg Balkin
DP: Megan Clark
Stylist: Deborah Tudor
Editor: Makenna Wall