Camelback Resort

In 2021, Camelback was looking for a production company to lead a new summer campaign. I pitched a handful of concepts, and the one they picked — The Ghost of Your Old Vacation— was actually a back-pocket idea I almost didn’t present. I threw it in after the safer ones, half-expecting them to pass. They picked it unanimously.

What I remember most from that first shoot was the pace. We had about a week and a half of pre-production before cameras rolled. The pandemic was still everywhere — everyone was masked up on set, which feels surreal to think about now. But under all that pressure, what I actually felt was comfort. I was outside with a great crew, having fun, making something that would actually make an impact. It felt like the right fit from day one. I got their brand right away: their superpower was being unique, and they needed marketing assets that matched that.

What started as a single summer commercial has grown into a real creative partnership. Seasonal brand campaigns. Group sales and weddings work. Content libraries that the in-house team deploys year-round across social, web, OTT, and email. Resort photography. Training sessions with the marketing team on creative process and AI workflows. Some years we deliver flagship campaigns. Some years we’re closer to a strategic creative arm. Both versions of the relationship work, because the foundation underneath them is the same.

“What really stood out to me was the depth of what you were creating. It hit on so many different cylinders.”

Terri Lutz, VP Marketing

That captures the part of this work I’m proudest of. The partnership isn’t a single deliverable type repeated annually — it flexes. Campaign work one quarter, library shoots the next, training sessions when the team is integrating new tools. That kind of range only works when the foundation underneath it is steady: shared brand knowledge, shared process, shared trust. We know their brand, their audience, their senior leadership, the way their marketing team prefers to be communicated with. None of that lives in a brief. It’s something you only get by being in the work together over time.

The honest answer to why this partnership keeps going is that we’ve earned it, project by project. We show up prepared. We protect the marketing team’s time. We do the strategic work upfront so revisions don’t pile up at the back end. We deliver libraries the team can actually use, not just hero films that sit in a Vimeo folder. And when something doesn’t go to plan — because something never goes entirely to plan in production — we tell them about it early and we figure it out together.

That’s the work. It isn’t dramatic, and it isn’t a secret. It’s just being a partner who takes the relationship as seriously as the deliverables. Five years in, that’s the part that compounds.