Tourism Kamloops didn't approach me with a shotlist or a hero narrative for this campaign. They presented me with something more challenging to define and more interesting to solve...
"What does it feel like to spend time in Kamloops?"

The desire was to capture the atmosphere of Kamloops. Because they already had award winning hero images, iconic landscapes, and years of successful 'sense of place' marketing perfected. With activities and attractions already well represented, the challenge was to craft stronger emotional connections to place in a way that still felt candid.  

I jumped in for the full campaign build...
From initial concept and creative direction, location scouting, to directing stills and motion units through dual capture on location.
Every creative decision was made from a core idea - the landscape and local architecture aren't simply the backdrop to our experiences, they're characters along for the ride with us.

The resulting gallery is an elevated look for the tourism space, presenting less like an observation, and more like a fond memory.