Anakeesta

ROLE: Lead designer on campaign

High above Gatlinburg sits Anakeesta—a mountaintop world of treetop bridges, glowing gardens, and sweeping Smoky Mountain views. But despite its charm, most travelers didn’t know it was there. With big-name neighbors like Dollywood stealing the spotlight, our challenge was clear: turn this hidden gem into a must-see destination before vacation plans were made. Because early imagination leads to early bookings.

Families don’t just plan trips—they plan moments. And our research showed that the real decision-makers (moms aged 35–55) were booking excursions months in advance, looking for experiences that felt equal parts magical and memorable. So we gave them one. There’s Magic in the Mountains was more than a tagline—it was a feeling, captured in sweeping drone shots, playful family moments, and visuals that looked straight out of a storybook.