Visit Austin Social

Arts + Labor

Art Direction + Illustration + Motion + Photo

The Ask: Create a comprehensive suite of evergreen photo and video content for Visit Austin's social channels with an aggressive timeline—one month to plan, shoot, and deliver over 60 assets.

The Idea: Austin tourism social was saturated with generic landscape shots and wide scenic views that could be anywhere. We saw an opportunity to showcase Austin through the eyes of the people who make it special. Instead of typical tourism content, we created an authentic visual language that captured Austin's creative soul by following local musicians and visual artists to their favorite spots around town, creating content that felt like insider access rather than promotional material.

The Execution:

• Content Strategy: Developed a comprehensive asset plan covering Visit Austin's core brand pillars while prioritizing authentic local perspectives over traditional tourism photography.

• Artist Collaboration: Partnered with local musicians and visual artists as both subjects and cultural guides, ensuring content captured genuine Austin experiences rather than staged tourist moments.

• Production Management: Orchestrated intensive one-month production schedule across multiple locations, coordinating photo, video, illustration, and motion graphics to deliver 60+ diverse assets on deadline.

• Visual Language Development: Created a distinctive aesthetic that differentiated Visit Austin's social presence from typical destination marketing, emphasizing authenticity and local culture over polished tourism imagery.

• Multi-Format Creation: Developed content optimized for various social platforms and use cases, including custom Giphy stickers, video content, static photography, and motion graphics.

The Results:

• Immediate Viral Success: Custom Giphy stickers achieved over 1 million views in the first month alone

• Content Library: Delivered 60+ evergreen assets on aggressive timeline, providing Visit Austin with comprehensive social content for ongoing campaigns

• Visual Identity: Established a new authentic visual approach for Austin tourism marketing that differentiated the brand from generic destination content

• Cultural Authenticity: Successfully showcased Austin through local artists' perspectives, creating content that felt genuine to both visitors and residents

• Production Efficiency: Proved ability to deliver high-volume, multi-format creative content under tight deadlines while maintaining quality and strategic focus