Create a print ad in the midst of a global pandemic to remind outdoor enthusiasts that West Virginia is the wide-open adventure they need—when the time is right to travel again. Acknowledge the frustration of confinement we are all feeling, but instill a spirit of hope.

We felt a climbing shot would be an apt metaphor for the feeling of being grounded in our homes. This dramatic shot instantly conveys the sense of freedom and wide-open adventure—and the hopefulness of “rising above” our current situation. Copy reminds the reader that West Virginia is here when the time is right to break free.

The client felt this message struck the perfect chord in turning the idea of isolation—normally a negative—into a positive for those who live the adventurous life.