WORK SHOWCASE
Arizona Office of tourism: Barbie visits
Challenge:
Visit Arizona needed a bold, unexpected way to celebrate the Grand Canyon’s 100th birthday and engage a younger, selfie-loving audience in a way that would grow its social following.
Solution:
We partnered with Mattel to send Barbie, celebrating her 60th birthday, on an Arizona bucket list road trip that ended in a joint birthday celebration. The campaign lit up social media, boosted Visit Arizona’s cultural relevance, and introduced the state’s beauty to a new audience.
Arizona Office of tourism: “Here you are”
Challenge:
Today’s travelers are seeking more than just a Post-pandemic travelers craved meaningful, memorable vacations, but with so many options, the challenge was cutting through the noise to show how Arizona was the place to reconnect with themselves and find joy, connection, and well-being.
Solution:
We developed and launched the Here You Are campaign, positioning Arizona as a year-round destination offering natural beauty, rich history, culture, and unforgettable experiences. Leveraging a layered media strategy and persona-based audience targeting, we delivered the right messages to the right people at the right time across the right channels—creating a powerful breakthrough campaign that drove record-breaking visitor spending and tax revenue for the state.
Appreciate AZ: "Saguaro Says"
Challange:
For years, the Arizona Office of Tourism's responsible recreation efforts were tied to Leave No Trace and Tread Lightly, franchised national campaigns that lacked emotional connection and failed to build brand equity for Arizona. They needed to evolve beyond these constraints and create its own campaign that spoke to responsible travel in an authentically Arizona way. The challenge? Millennials and Gen Z travelers care about sustainability but have zero appetite for being lectured. They want to discover responsible travel through engaging, authentic storytelling, not restrictive messaging that kills the vibe.
Solution:
We created Saguaro Says, a retro-inspired edutainment campaign featuring a talking saguaro who's seen it all and knows what travelers should (and shouldn't) do. The campaign blends education and entertainment in a way that feels catchy, fun, and crazy enough to stick. By giving Arizona its own voice, literally, we transformed AppreciateAZ from a logo into an ownable, shareable campaign platform that celebrates state pride while inspiring travelers to care for what makes Arizona extraordinary. This campaign tested incredibly high among new, inexperienced explorers intending to visit Arizona. 60% found the creative "very effective" and 54% said they were "very likely" to share it. This campaign is slated to launch in Spring 2026.
Grand Canyon South Rim Recovery
Challenge:
When the Dragon Bravo Fire broke out at the Grand Canyon's North Rim in 2026, media coverage implied the entire park was closed or unsafe. The misperception was devastating. The town of Tusayan recorded its slowest June since 1984, restaurants and lodging reported significant revenue declines, and gateway communities braced for lasting economic impact. The South Rim was fully open, with blue skies, clean air, and 100-mile views. But no one knew it.
Solution:
We launched an urgent recovery campaign to correct the record and reignite visitation. Our message was simple and compelling: now is the perfect time to visit the Grand Canyon. Clear skies, great temperatures, and a rare chance to experience one of the world's greatest natural wonders without the crowds. We deployed paid social, geo-targeted display, dynamic out-of-home, and radio. The Herculean effort was supported by credible voices from park staff, town employees, and Governor Katie Hobbs. We turned a crisis into an invitation.
arizona office of tourism: National park POSTERS
Challenge:
Arizona needed a meaningful way to celebrate the national park Centennial that would resonate with residents, educators, and visitors while honoring the state's iconic landscapes.
Solution:
What started as a creative tribute to celebrate the Centennial of the first national park became a cultural phenomenon that transcended marketing. Off Madison Ave's celebrated art director, Dan Shewmaker, created an illustrated poster series featuring 10 of Arizona's national parks, each rendered in a bold, nostalgic style that captured the majesty and spirit of these iconic landscapes.
The response was immediate and overwhelming. Arizona state clients requested the poster art to hang in their offices. Teachers across Arizona asked for large prints to inspire students. Arizona Office of Tourism began selling them as a revenue stream, turning creative work into a sustainable product. But the ultimate recognition came from the Governor's office, which requested that our poster art serve as the inspiration for Arizona's official "Welcome to Arizona" highway signs at major state line crossings.
Responsible OHV Riding PSA: “Don’t Be A Dirtbag”
Challenge:
Arizona is one of the best places in the country for OHV recreation, but reckless riding poses layers of serious threats. As agency partner to three state clients, Arizona State Parks and Trails, Arizona Office of Tourism, and Arizona Game and Fish Department, we recognized the need to address a critical issue: irresponsible OHV use damages protected habitats, threatens wildlife, jeopardizes public land access, and costs lives. With OHV laws a hot topic at Arizona's legislative level and traditional safety PSAs failing to resonate with the worst offenders, our clients needed our support and a disruptive solution.
Solution:
We created Don't Be a Dirtbag, a cinematic, tongue-in-cheek PSA campaign that flipped OHV bravado on its head. Styled like over-the-top action films, the spots used dramatic storytelling to call out reckless behavior. One features a desert monologue interrupted by a helmet reminder. Another parodied a Gladiator-style soliloquy. Faux movie poster creative ran across connected TV, digital video, paid social, out-of-home, and digital display, with geo-fencing around OHV trailheads and targeting in high-volume feeder cities. The real gratification for Off Madison Ave comes when we can leverage our creativity to do good and support the missions of our clients.
AOT X SAKS fifth AVE PARTNERSHIP
Challenge:
Luxury travelers represent the highest ROI persona for Arizona tourism, but reaching this elusive, high-value audience requires precision and hyper-relevancy. The idea for this partnership was spurred by a powerful insight: Fashion is woven into the lifestyle and travel of luxury audiences; planning a trip includes planning a wardrobe.
Solution:
We leveraged the intersection of travel and fashion to tell Arizona's story to exactly the right audience. We identified Saks Fifth Avenue as the perfect partner to reach luxury travelers where they live, shop, and dream. In the first iteration of this longstanding partnership, we literally took over the Saks Fifth Avenue NYC flagship location. Display windows and in-store installations showcased curated wardrobes paired with iconic Arizona destinations. Two years later, we created a fully integrated digital marketing campaign with Saks featuring a premium luxury travel guide for Arizona. We worked closely with state DMOs to develop luxurious multi-day itineraries tailored to Saks Fifth Avenue customers. The formula was simple: here's where to go, here's the outfit perfect for the occasion.
Arizona wine: “Sips different”
Challenge:
Arizona's wine industry is in a high-growth, formative stage, much like Napa Valley or Sonoma was 30 to 40 years ago. The infrastructure is still coming to life: tasting rooms are spread out, lodging options are limited, and the experience is more raw than refined. The Arizona Wine Growers Association needed to craft a clear, statewide brand voice, elevate awareness, build credibility, and create momentum across all regions. The real challenge? Reaching Millennials and Gen Z, an untapped audience who craves authentic discovery and connection, and who are not currently engaging in traditional wine festivals.
Solution:
We created Sips Different, an experiential campaign that positions Arizona wine as wildly authentic. The campaign includes a retro-inspired visual identity system and a first-of-its-kind concert series featuring up-and-coming indie Arizona bands performing at wineries across the state. To extend engagement beyond the events, we developed a custom app that organizes tickets, tastings, and favorite wines during concerts, then drives discovery, visitation, and loyalty long after. The app also builds a robust CRM database, giving wineries direct access to younger audiences for ongoing marketing. This campaign is slated to launch in Spring 2026.
Calanimals: “It’s a sign”
Challenge:
California's animal shelters are facing an unsustainable crisis: more animals are entering shelters than leaving. While 85% of Californians consider adopting from a shelter, fewer than half actually do. CalAnimals needed to change people's behavior, making shelter adoption the first choice, not an afterthought. Our challenge was to break through to prospective pet owners at the exact moment they were ready to make a decision.
Solution:
We created the It's a Sign campaign, anchored in a powerful human insight: when people face big life decisions, e.g. buying a house, having a child, or getting a pet, they look to the universe for validation. The campaign positioned itself as that sign, telling Californians their inner desire to adopt means it’s time to check out your nearest shelter. With fundraising almost complete, this statewide campaign is slated to deploy in summer 2026, anchored by PR and a multi-channel media strategy designed to reach prospective pet parents at pivotal moments. Creative will drive them to our landing page cashelterpets.org where they can find their nearest neighborhood shelter.
Westin Kierland
Challenge:
The Westin Kierland Resort & Spa is one of the most premium resorts in Scottsdale, but their organic social KPIs were significantly trailing other nearby luxury resorts. They needed content that reflected Marriott's premium standards while incorporating cutting-edge social media trends that drive high engagement and following.
Solution:
We showcased the resort as experienced by guests, using real moments, on-property amenities, and lifestyle-driven visuals to create desire and differentiation within a competitive luxury hospitality market. The content strategy balanced aspirational luxury with authentic, trend-forward storytelling that resonated with their target audience. In just nine months, impressions grew 357% YoY, total following increased 30% YoY, and engagement skyrocketed 549% YoY. The Westin Kierland is no longer trailing competitors but is poised to overtake them.
Arizona Game And Fish: “Riding Shotgun”
Challenge:
Arizona is an off-roader's paradise, and AZGFD leads the charge on educating the OHV community on riding safety and responsibility. But reaching this diverse OHV community with this messaging is challenging. Think: independent spirits, resistance to regulation, and fun over safety. Our challenge: inspire a change in behavior in OHV riders who don't actively seek responsible recreation messaging.
Solution:
Meet riders where they are and deliver AZGFD’s message through the voices of their OHV community and peers. Enter Riding Shotgun, our branded series of social videos that capture conversations via helmet radio mics and GoPros from the passenger seat of an OHV. Our interviewees include major brands such as KC Hilites and Polaris, as well as OHV racing celebrities. We've also planned amplification with AllGear Media, the go-to hub OHV riders frequent for information, maps, and more. Riding Shotgun is set to launch in spring 2026.
Arizona Game & Fish: "Conserve & Protect"
Challenge:
When the Arizona Game & Fish Department (AZGFD) came to us, they faced a fundamental perception problem. The public saw them as the means to buy hunting and fishing licenses, completely unaware of their true mission: conserving more than 800 species of Arizona wildlife. Over 80% of AZGFD's staff are biologists performing critical conservation work, funded primarily through license sales. But the broader public didn't understand this connection or the department's role in conserving Arizona's wildlife for future generations.
Solution:
We built the long-running Conserve & Protect campaign on a universal human insight: nearly everyone could describe a "magic moment" when they saw wildlife in nature and recounted it with genuine awe. For years, we've showcased Arizona's 800+ species and connected them directly to AZGFD's conservation efforts. With a limited production budget, we think outside the box and work closely with production partners to deliver high-impact creative that breaks through the noise, including billboard extensions, award-winning radio spots, and an out-of-home featuring an owl's face with eyes literally lit up with golden light, reminding Arizonans that AZGFD ensures our native wildlife is here for generations to come.
MARICOPA AsSociation of governments: “don’t trash az”
Challenge:
Maricopa County needed to reduce littering on highways without placing blame. Research showed the largest segment of litterers were males 18-34 who lacked convenient trash receptacles. The creative needed to speak their language and be edgy enough to motivate behavior change.
Solution:
We created bold creative that intercepted drivers at gas stations and car washes, prompting them to clean out their car right then and there. We targeted the lowest hanging fruit and it worked. Our annual survey results showed that admitted littering dropped from 54% to 44% YoY.
Arizona office of tourism: “RANGER TALKS”
Challenge:
When unprepared crowds descend on delicate ecosystems, they threaten wildlife, damage natural areas, and put themselves at risk. Visit Arizona needed a way to inspire exploration of hidden gem Arizona state parks and trails across three key "outdoor-loving" persona audiences: Natural History Lovers, Wild Bunch families, and Self-Care Seekers, while simultaneously reinforcing the principles of their AppreciateAZ responsible recreation initiative.
Solution:
We created Ranger Talks, an educational video series filmed at Arizona's parks and hosted by trusted park rangers. Each episode featured expert advice on exploring responsibly, highlighting AppreciateAZ messaging through authentic ranger perspectives. With a lean two-person production team, we built a cohesive visual identity with custom branding, icons, and consistent formatting. The series launched with light paid social support to drive initial awareness and engagement.