In 2023, Visit North Carolina rolled out their newest campaign, “For Real, Visit NC.” This new campaign marks a new era of authenticity. The campaign copy is punchy and slightly competitive, while the imagery is the best of the mountains, piedmont and coast. I was tasked with creating some potential merchandise to go along with the campaign. The goal was for it to feel like something beyond the traditional “I came here” swag. We wanted it to be something cool that anyone would want to wear and show off the place where you can get real and be real.

AD: Josh Taguiam
CW: Jonathan Fernandez