Photographing and designing the cover for the official Tennessee Vacation Guide was an amazing creative experience. After collaborating with our friends at State Tourism Office on the overall concept and developing moodboards and draft compositions to test the idea, we scouted several locations across middle and East Tennessee to see what would work best as the setting for what we had in mind.
Gearing up for the shoot involved the entire office and help from the Department. We asked everyone in the Designsensory office to pitch in with camping equipment to be used as props in the shot. As the shoot day neared, our halls looked more like a base camp than a brand consultancy, with backpacks, lanterns, oars, sleeping bags, mountain bikes and a colorful assortment of gear for staging a wonderful outdoor adventure.
Shot at scenic Fall Creek Falls State Park, the cover image captures a family enjoying the fun of the outdoors, music and memories that only a vacation in Tennessee could bring together. To achieve this cover image, the Designsensory team collaborated with the Miles Media for the overall concept, locations and talent, bringing together photographers, stylists and the rest of the creative crew.
To further generate buzz about the new cover design and to push the physical cover to a digital setting, Designsensory conceived and developed branded content in the form of a short video showing a glimpse of what it took to capture the essence of the state in this single image for vacationers everywhere. This behind-the-scenes video shares some of the process and passion to bring everything together—from models and props to learning about setting up the location and getting that perfect shot. A user can scan the QR code on the cover with their smartphone to view the video and then continue planning on the mobile website.