Most destinations tell you what to do when you get there. The Petoskey Area wanted to be defined by something else entirely: how you feel when you leave. 

We went straight to the singular beauty you can’t manufacture. Ancient stones. Eternal sunsets. The swirl of a starry night. The Petoskey Area doesn’t ask you to escape who you are. It gives you space to find your way back to it. That’s the heart of “It’s Kinda Unreal,” a new brand campaign and reimagined identity built around the idea of resetting your inner compass. 

Across video, print, digital, and out-of-home, we created a brand world that feels grounded, elemental, and just touched by magic. One that captures the honest beauty of the Petoskey Area — and the feeling that maybe this place was waiting for you all along. 

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Credits

Dave Damman—SVP, CCO

Joe Grundhoefer – Producer 

Aron Cleary—Creative Director

Jonatan Maldonado—Creative Director

Kevin Zengel—Senior Creative Lead

Vic Quattrin—Senior Creative Lead

Margot Bienvenu—Creative Lead/Art Director

Luke Jones—Copywriter

John Rushing—Senior Designer

Greg Johnson—Studio Lead

Greta Besser—Senior motion Designer

Kristy Baird  – VP,  Account Director

Michelle Edelman – CEO, Chief Strategy Officer

Laura Thomas – Head of Strategy

Hezekiah McCaskill – Strategy Director

Eric Camardelle - Senior Brand Strategist 

Amy Hubbell – Director of Intelligence

Mary Rose Kesser –  Media Director

Caitlin Condy –  Director of Project Management

Lexcie Lewis – Project Manager

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Video Production: Picture North

Director: Martin Rodahl