What better way to feel a connection to a place than with really, really pretty images?

Following in the footsteps of the “Find Yourself” campaign that was an awards circuit darling in 2012, agency Target brought director Paul Santana to Newfoundland and Labrador for three weeks of filming to create the newest spot for the province’s tourism board. Santana clearly had plenty to capture in that time, as the spot is a compilation of broad, beautiful coastal landscapes and intimate shots of small towns, all tied together by their stunning colours (something that might surprise people who buy in to notions of the province being wet, dark and dreary). The spot seems to be a slight departure from the personal, spiritual connection “Find Yourself” was aiming for, but the lyrics of “Colours” by Kira Willey that play during the video spell out exactly why it’s difficult to not experience a personal connection with the captivating shots.

[iframe_youtube video = “mQpwDtIn4ec”]

Credits:

Brand: Newfoundland and Labrador Tourism
Agency: Target
Creative Director: Tom Murphy
Art Director: Tom Murphy
Writer: Dave Sullivan
Director of Account Mgmt: Catherine Kelly
Account Director: Ernie Brake
Production Manager: Cindy Wadden
Media Agency: Kelly Reddigan, Target
Client Contact: Andrea Peddle, Director of Tourism Marketing
Agency Producer: Heikki Kuld
Director: Paul Santana
D.O.P.: Adam Marsden
Production Company: Sparks Productions Incorporated
Producer: David MacDonald
Editor/Company Marc Langley, Rooster
Colourist/Company: Eric Whipp, Alter Ego
Music Producer: John Welsman
Music Company: Welsman Music
Final Post Production: Fort York VFX
Lyrics & Musical Composition: “Colors” by Kira Willey
Musical Voice Talent: Catherine Allan, Fortunate Ones