Denver Awards
Category
Craft / Animation
Annual ID
DEN24_MI067M
Mountain town marketing is often pretty but rarely unique.
The problem is, most of them highlight scenic vistas which–while awe-inspiring–are indistinguishable from every other mountain town. With the towns of Telluride and Mountain Village marketing themselves as a single destination for the first time since 2019, we knew we needed to take a hard left turn away from the sea of sameness.
We started by thinking of what makes Telluride and Mountain Village different, and it came down to one thing: the vibe. They’re a little offbeat yet sophisticated, and above all: authentic. In order to show what the towns look like and evoke what visiting them feels like, we tapped into the artistic nature of our affluent audience by saying sayonara to the same-old pretty pictures.
Instead, we designed fantastical dreamscapes that composited a variety of owned and stock imagery together. The campaign seamlessly blends real-life activities and natural beauty by bending space and time, highlighting both towns and the surrounding scenery. Our videos and HTML banners brought the dreamscapes to life, adding motion to the imagery and using a combination of zoom and pan transitions that give viewers the sense of being taken on a journey. The result is a surreal, thumb-stopping aesthetic only Telluride and Mountain Village can own.
The problem is, most of them highlight scenic vistas which–while awe-inspiring–are indistinguishable from every other mountain town. With the towns of Telluride and Mountain Village marketing themselves as a single destination for the first time since 2019, we knew we needed to take a hard left turn away from the sea of sameness.
We started by thinking of what makes Telluride and Mountain Village different, and it came down to one thing: the vibe. They’re a little offbeat yet sophisticated, and above all: authentic. In order to show what the towns look like and evoke what visiting them feels like, we tapped into the artistic nature of our affluent audience by saying sayonara to the same-old pretty pictures.
Instead, we designed fantastical dreamscapes that composited a variety of owned and stock imagery together. The campaign seamlessly blends real-life activities and natural beauty by bending space and time, highlighting both towns and the surrounding scenery. Our videos and HTML banners brought the dreamscapes to life, adding motion to the imagery and using a combination of zoom and pan transitions that give viewers the sense of being taken on a journey. The result is a surreal, thumb-stopping aesthetic only Telluride and Mountain Village can own.
2024 Awards
Total Points: 1
Merit Winner
Credits
Agency
Karsh Hagan / Denver
Music / Sound Production Company
Marmoset Music
Art Director
Peter Peter
Associate Creative Director
Kristine Crawford
Chief Creative Officer
Jeff Martin
Copywriter
Emily Puder
Design Director
Greg Ryan
Editor
Nick Marranzino
Executive Creative Director
Dave Cook
Photo Editor
Aaron Bitters
Brand Strategist
Julie Brock
Senior Art Director
Callie Keeling
Jacob Farwell
Senior Copywriter
Alex Jaumann
Account Director
Lauren Berlamino
DIRECTOR OF BROADCAST/VIDEO PRODUCTION
Becky Ferguson
Director of Creative Services
Nancy Casey-Humphrey
VP of Account Service
Lauren Corna
Related Awards
