When Brand USA challenged us to capture the soul of a nation, we set out to do more than showcase iconic sights.
The “America the Beautiful” campaign was designed to reveal the authentic stories behind the places, highlighting the people whose experiences bring the U.S. to life. By focusing on human connection, we crafted an immersive narrative that transcends geography and taps into the shared spirit that unites us all.
At the heart of the campaign lies a modern reimagining of “America the Beautiful,” serving as both an anthem and an invitation. This evocative soundtrack accompanies a cinematic journey through sun-soaked coastlines, bustling cities and awe-inspiring national parks, all seen through the eyes of real people. Their voices and experiences are the lifeblood of the story, adding depth and authenticity that resonates far beyond tourism.
Our strategy centered on bold, awe-inspiring visuals paired with heartfelt storytelling. By blending breathtaking landscapes with genuine moments, we created a portrait of America that feels both extraordinary and deeply personal. America is many things, but this campaign sets out to showcase what it can mean to international travelers. The four :30 cinematic films – America the Beautiful, Brave, Bespoke and Big-Hearted – serve as opportunities for travelers to reimagine what their journeys will be.
The OOH takeover in London also met international travelers where they were – making way for them to open their minds to the memories and connections they can make while they discover what it means to be America the Beautiful.
