ARAPAHOE COUNTY
Our client, Arapahoe County, gave us the task of creating a campaign for them centered around both lifting the moral of the people who live there and also making the idea of traveling to Arapahoe County seem more appealing. The county sits right outside of Denver, and therefore has the appeal of being close to a big city while still offering its citizens a small town environment.
MY ROLE
As the lead art director, my copywriting partner and I built this campaign from the ground up. We began with an in-depth informational architecture process with the goal being to understand what the benefits of Arapahoe County were and how to categorize them in a way that speaks to many audiences. We will be concepting, directing, and creating a hero video for the county as well as many different out of home assets. Arapahoe County is a client that knew what they did not like once they saw it, but struggled to communicate what they did like. I ended up provided 14 different art directions before we landed on our final campaign art direction and tagline - Where Good Things Grow.
