In 2022, the Oklahoma Department of Commerce came to ICG to develop a campaign to attract talent to the state for jobs. So, my creative director, Macy Muirhead, and I, got to work. We landed on the idea of “Live the Flyover Life.” This was a kind of tongue-in-cheek comment on Oklahoma being known as a “flyover state,” and a state that’s entirely missable. We wanted to flip the concept of “Flyover State” on it’s head by challenging the stereotypes of Oklahoma with the unexpected. Art Direction was inspired by Slim Aarons and Wes Anderson. Macy Muirhead wrote an anthem spot, and I followed up with a image storyboard and specific direction on what we wanted the shots to look like. We commissioned Retrospec out of Tulsa to shoot the spot and initial campaign photography.

This was a full scale campaign that went on for about three years, including print ads, full social media campaigns and profiles, YouTube content, multiple photo shoots and video shoots, blogs, digital ads, outdoor media in other states, website, etc. Most every employee in ICG touched this campaign one way or another. Below are some of the highlights of the art direction, web design, and the anthem spot from the initial campaign.