According to Brand + Lever, the launch of Come To Life in 2012 shifted the industry paradigm, turning travel from a physical activity to an emotional and transformative experience. 

Colorado is not just a state. It’s a symbol of what it means to get off your couch. To live your life. To believe that happiness is out there, waiting for you to find it. We set out to tell that story with a team of writers, designers, photographers, filmmakers, musicians, composers and recording artists. The campaign included an original score recorded by the Colorado Symphony. And footage and photos shot everywhere from Telluride to Fort Collins.

The spots were shared on YouTube more than a million times, but more importantly, it brought people to Colorado. The Denver Post wrote, “Research found that the Colorado Tourism Office's $4.5 million "Come to Life" television and print ad campaign, which ran in target markets in April, May and August, stirred $898 million in spending in the state. That doubles the return on investment from previous ad campaigns.”

Year over year, Come To Life has delivered a campaign-high ROI of $742/1 - a return that is unprecedented for the industry.

The Come To Life campaign has been ranked in the top 10% of all state tourism creative in the nation by SMARI for five years.

THE TEAM:
Client: Colorado Tourism Office
Director: Al White
Associate Director: John Ricks

Agency: Karsh / Hagan
VP Creative Services: Charlotte Isoline
ACD / Art Director: Jeff Strahl
ACD / Writer: Matt Ingwalson
Agency Producer: Nina Gramaglia
Dir. of Integrated Production: Bonnie Carheden 
Account Supervisor: Carol Quinn

Production Company: Forge Motion Pictures / Camp 4 Collective
Director + Photographer, Stills: Tim Kemple
DP, AD: Anson Fogel
1st AC: Skip Armstrong
Producer: Beda Calhoun
Timelapse: David Clifford
Photo Asst: Matt Irving
Grip: Scott Folsom
Grip: Andy Reimenschneider
Steadicam: Alan Dague-Greene
DIT: Jacob Marty
Asst Producer: Whitney Clapper
Locations: Jeff Peterson
Stylist: Catherine Corona

Post: Forge Motion Pictures
Editor / Colorist: Anson Fogel
Editor: Skip Armstrong
Asst Editor: Thatcher Bean

Motion Graphics: Friends Of Mine

Music: Colorado Symphony Orchestra
Composer: Charles Denler
Conductor: Scott O'Neill

Final Sound: Rocky Mountain Recorders
VO: Rich Liccardo