Responses by Tom Merrick, VP/chief creative officer, Paradise Advertising & Marketing
Background: Amelia Island, a unique island located just off the coast of northeast Florida, appeals to two different types of travelers: those who love beach destinations and those who love classic Southern destinations. Amelia Island appeals to both of these audiences, as it is a Florida beach destination with a distinctly Southern flair. We needed to create a campaign that reflected that.
Reasoning: There’s something entirely unique about Amelia Island. Something a little more charming, a little more beautiful and a little more wonderful than you’ll find in other destinations. We thought it was more fitting to describe this amazingness in a way that reflects typical Southern modesty: It’s ever-so-slightly special.
Challenges: Making sure the photographs clearly showed the awesomeness of the destination. The “Ever So Slightly” headlines only worked if the photos showed that the subject was the complete and total opposite of slightly stunning and picturesque. Fortunately, photographer Christopher Wilson was the perfect person to capture the beauty and flavor of this incredible destination.
Favorite details: That the destination is as much a character as the people enjoying it. The beach, the architecture and the marshes—these are the stars of our campaign. Our clients were eager to make sure the grandeur and personality of the destination came through in these ads, and we’re proud of the fact that the photos and copy work together seamlessly to do just that.
Time constraints: While Amelia Island is only thirteen miles long and four miles wide, our subjects were scattered around the island. That meant we had to have our production schedule locked down tightly, so we could get every subject and hit every location as efficiently as possible. We didn’t have the luxury of rain days or reshoot days. In other words, we got what we got!
Specific demands: Amelia Island’s economy depends on tourism. That means we had to capture each shot without disturbing or inconveniencing the many tourists who were there to enjoy the destination during peak season. As a result, we had to shoot whatever we could get, whenever we were scheduled to be there. That necessitated significant retouching in post, but Christopher Wilson and his team made the final images magical!