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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.
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
Video Production: Picture North
Director: Martin Rodahl
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