The challenge

The South Carolina Department of Commerce needed to reframe the state's business story — moving from its legacy as an agriculture and textile hub to a modern destination for advanced manufacturing, life sciences, and innovation. The campaign had to resonate with business leaders and decision-makers, positioning South Carolina as a place where companies don’t just launch — they build lasting legacies.

The idea

“Launch to Legacy” was created to highlight South Carolina as a state where companies don’t just set up shop — they build legacies. Through cinematic storytelling and a confident, modern visual language, the campaign captured the spirit of innovation and growth that defines today’s South Carolina.

Role & contribution

As part of the creative team, I collaborated directly with our group creative director on the overall campaign concept and helped shape the visual approach for the hero films and supporting materials. I developed storyboards using AI tools — a forward-thinking approach that allowed us to explore a more surreal visual space and sell the concept more effectively to the client.

I was also responsible for creating the brand identity guide, defining the key visual elements and ensuring consistency across all touchpoints. Within the campaign, I led the visual direction for two of the featured videos — BMW and Nephron — helping to bring each story to life in a way that felt both visionary and true to South Carolina’s spirit of innovation.