No matter what you’re into — art, music, history, food — you can find it in Raleigh, North Carolina.

This is the idea behind a campaign currently running for the Greater Raleigh Convention and Visitors Bureau (VisitRaleigh.com). It brilliantly highlights the diverse visitors drawn to our state’s capital, each with their unique interests.

I was hired to shoot eight ads appealing to these passionate folks, affectionately dubbed “Nerds.”

Collaborating with creative director Scott Scaggs on bringing these characters to life was a true highlight. Scott has been with GRCVB’s agency, Avenir Bold, for over three years.

Every detail was carefully conveyed to our local prop stylist Shannon Malone, who played a critical role. One portrait called for face painting and we tapped makeup artist Deidre Mattingly, another talented member of our all-NC crew.

For a cool twist, we placed the nerds in unconventional locations around town —like positioning the “food nerd” at the North Carolina Museum of Art. Just one more way to capture attention and spark curiosity.

An interesting challenge came up when my client requested a portrait on the ice at Lenovo Center (formerly PNC Arena). The Carolina Hurricanes‘ extended playoff success kept delaying our shoot, leaving us with just one day before the ice would be dismantled.

Scott revealed that when the agency presented the Nerd campaign to approximately 90 Visit Raleigh hospitality partners, the room erupted in spontaneous applause!

I’m excited to partner with other creative professionals looking to elevate their clients’ brands. With passionate determination, more cheering will follow.

Client: Greater Raleigh Convention & Visitor’s Bureau
Agency: Avenir Bold
Creative Director: Scott Scaggs
Talent: Directions USA / Talent One
Location: Raleigh, NC