When San Francisco Agency Eleven Inc came to us about a new campaign for Sun Valley, Idaho, we knew immediately it would be a dream job. The resort town built in 1936 by the Union Pacific Railroad and made famous by long list of celebrity visitors like Marilyn Monroe and Arnold Schwarzenegger was losing ground to ski towns like Jackson Hole and Boulder where young people have been flocking to in recent years. They needed a way to stay relevant without losing their roots.
In response, Eleven Inc built a campaign around the concept of "The Original Mountain Town" and asked us to produce a series of documentary-style portraits of real people that represent the spirit of the place. The New York Times calls it an appeal to authenticity... we call it honest storytelling. See for yourselves.