As the southwestern-most state in the US, it only made sense for Arizona to claim ownership of the laid-back, free-spirited, adventurous mindset that the Southwest is known for. This campaign, developed by the Moses Inc. creative and me, takes pride in the Arizona lifestyle while inviting others to experience a little Southwestern Philosophy for themselves. It ran in cold-weather cities during the winter of 2013.
Creative Direction: Jason Smith
Art Direction/Calligraphy: Katie Ely
Copywriting: Betsy Fox