pure michigan
Keep it Fresh is an ongoing tourism campaign encouraging visitors to explore new and renewed experiences in Michigan, highlighting everything from city culture and culinary scenes to outdoor adventures and seasonal beauty, showcasing a vibrant, always-evolving state.
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Director Treatments
Script writing
Story Development + Producing
Art Direction & Narrative Style -
Pre Production + Tech Scouting
Director + DP Talent
Location Management
Talent & Casting
Production + Crew Management
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Editorial
VFX
Sound Design
Music Supervision
Music Composition
VO Talent
summer:
Fresh Air
We collaborated with ad agency MMGY to create a myriad of stories from all over the state, capturing the unique city life of Detroit, music scenes in Ann Arbor, and the natural seasonal beauty of the Upper Peninsula. Adding to the iconic voice of Tim Allen, we introduced Detroit poet Jessica Care Moore to the narrative to, well, keep it fresh.
Fresh Path
Fresh Path explores the natural wilderness of the Upper Peninsula of Michigan. From wildlife to off roading to kayaking Pictured Rocks, it’s truly the great outdoors.
seasonal
winter:
Fresh Start
Seasonal narratives explored the winter wonderlands and the incredible fall color palette signature to the state’s natural landscape.
fall:
Fresh spices
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Agency: MMGY
Director s | Ben & Julien Deka
Executive Producers | Jonathan Braue, Rory McHarg, Nate Segall & Joseph Talbot -
Producer | Alex Becker
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Editor | Joseph Talbot
Assistant Editor | Larissa Hanna
Post Producer | Carly Atto
Voice Over | Tim Allen & Jessica Care Moore
city culture
Ann arbor
City spotlights captured both the well and lesser known cultural landmarks in the historic and rapidly expanding cities. At the heart of each experience were the people: the locals, chefs, restauranteurs, musicians, adventure guides, and artisans.
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Agency | MMGY
Director | Ariel Ellis
Executive Producers | Jonathan Braue, Rory McHarg, Nate Segall & Joseph Talbot -
Producers | Stevie Ansara & Anthony Bommarito
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Editor | Joseph Talbot
Assistant Editor | Larissa Hanna
Post Producer | Carly Atto
Voice Over | Tim Allen & Jessica Care Moore
Fresh Voices
Fresh Voices saw us travel through culinary, music, arts, and culture, showcasing experiences from Detroit to Ann Arbor to Grand Rapids and all the spaces in between.