Explore Minnesota Tourism: Minnesota Moments

After two successful years of Explore Minnesota’s #OnlyInMN campaign.  The agency and the client decided to evolve the program.  The original TV spots that I had worked on with the team at Colle + McVoy were about showing the breadth of activities and sights that can be found in Minnesota.  The spots were rapid fire montages of exciting adventures.  (You can check those out here) But as we evolved the campaign, we decided to move from breadth to depth.  We wanted to let viewers slow down and engage with the experiences we showed, and to increase the emotional resonance.  Here is what we came up with:

She Belongs to You

Measure Your Moments

We also created a spot to tie in with the Ryder Cup, which is being played in Minnesota in 2016.  The spot features PGA Golfer and former British Open winner Tom Lehman.


Carl G Martin – Director, Cinematographer, Editor

Michael Seitz – Art Director

Lisa Hall – Writer

John Neerland – Creative Director

Shannon Laylon – Producer

Anna K Olson – Stylist

Dave Pope – Key Grip

Account Team – Allison Kuznia and Ryan Olson

Chief Creative Office – Mike Caguin


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