We needed a campaign to capture the essence of Oregon and our attitude about tourism here. A voice for our epic landscapes, our windswept beaches, and our volcanoes filled with... water.

The print layouts use underselling as a layout guide—beautiful epic photos covered up by the headlines and inset with large white borders—as if to say, "Yes, Oregon is amazing and you should visit, but before you get carried away, you should know how we feel about it here."

Art Director: Me
Copywriter: Shaine Edwards
Creative Directors: Eric Baldwin, Karl Lieberman