HSMAI’s Adrian Awards are the most respected honors in global travel marketing. The State of New York engaged The Culturist Group, a multicultural agency where I serve as Contract Executive Creative Director, to develop a campaign encouraging BIPOC staycationers in the New York metro region to explore Upstate New York, the Finger Lakes, and Auburn—Harriet Tubman’s chosen home. I led the campaign/platform messaging strategy, defined the topline look and feel, and built the campaign style guide. I was later brought on as Director of Photography to capture video and stills for the client’s DAM, ensuring cohesive, authentic visuals for the campaign.