Drum Awards – Animation
Telly Awards  – B2B & Digital Environments
Palmetto Award

SITUATION South Carolina was quietly booming—but the brand story didn’t match the momentum. Despite housing world-class companies like BMW, SONOCO, and Nephron, the state still battled outdated perceptions: low-wage labor, old-economy infrastructure, and little cultural capital. In truth, South Carolina had become a magnet for advanced manufacturing, life sciences, and tech. But perception was lagging behind reality. The state didn’t need another campaign—it needed a full strategic repositioning. One that would reflect its new role as a global business destination where people could not only grow a company—but build a legacy. TASK Reimagine South Carolina’s economic identity. Elevate the Department of Commerce with a fully integrated, insight-driven campaign that aligned business, government, and public perception. Position South Carolina not as a fallback for low-cost labor, but as a launchpad for global innovation—one that harmonizes lifestyle, talent, and transformative opportunity. ACTION As Group Creative Director, I led the development of a total brand overhaul that connected strategy with storytelling, innovation with execution, and legacy with leadership. Every asset needed to embody the state’s creative, technological, and commercial promise. We flipped the usual formula. No empty B-roll. No corporate jargon. Instead, we put real people—BMW execs, fast-growth founders, public sector leaders—at the center of the story. Their voices shaped the narrative, giving the campaign authenticity and clarity. Key actions included: • Brand Strategy & Identity: Developed a new brand platform from the ground up—tagline, messaging framework, visual system, and voice guidelines—crafted to represent a modern economic engine. • Stakeholder Integration: Secured alignment with the Governor’s office, state economic leaders, and top-tier global partners to ensure message consistency across business and government. Campaign Architecture: • Concepted Launch to Legacy to signal ambition and continuity. Built around the idea that great businesses don’t just start here—they endure here. Flagship Film Production: • Directed a high-concept cinematic spot featuring industry leaders and symbolic motion imagery. Production included: • Dual frame-rate cinematography • Telescoping technocrane on tracks • 24-plate compositing • CG-environment integration Scalable Content Toolkit: • Created digital, social, B2B, and experiential extensions for cross-platform adoption—from Amazon-style landing pages to international trade show activations. RESULT Launch to Legacy didn’t just reposition a state—it rewired the conversation around what the New American Economy looks like: • 65M+ media impressions, with global reach across trade shows and industry events • Significant YoY increase in relocation inquiries and investor engagement • BMW spotlighted as a living case study for global excellence and next-gen manufacturing • Internal adoption across agencies, with wide-scale alignment from business and government stakeholders • Recognized creatively for modernizing state-level economic marketing with emotional storytelling and visual sophistication • Brand sentiment lift noted in stakeholder feedback and social listening metrics REFLECTION This wasn’t a commerce ad. It was a strategic act of category defiance. By leading with real voices, real stories, and real ambition, Launch to Legacy proved that South Carolina isn’t the alternative—it’s the future. A place where businesses don’t just start—they grow, scale, and endure. Because the best companies aren’t just launched. They’re built to last.