French Lick Tourism and PARAGON slow the scroll with “Take Your Time,” a new three-spot campaign created with full-service agency The Basement that swaps flash for feel.
Instead of the usual tourism sprint, the work invites visitors to linger, on a lakeside dock, at a family-friendly indoor water park, and across the rolling fairways of the Pete Dye course, because in French Lick, the best moments happen unhurried.
Directed by PARAGON founder Jack Linderman, each film centers on a single, gently observed scene. In the golf :30, a player repeatedly lips out putts while birds chirp and a lilting score reminds us the game, like life, is better when you slow down. Watch below:
The pool spot balances splash-zone chaos with a dad’s catnap nearby.
The lake piece pairs French Lick’s storied healing waters with the modern comfort of an evening pour, underscoring the campaign’s mantra: wherever you are here, take your time.
“The brief called for simplicity,” says writer and co–creative director Burton Runyan. “We avoided the typical montage and let single moments breathe.” Co–creative director and art director Michael Thaman adds, “Natural light, clean compositions, and the glow at the edges of the day were our north stars—we wanted viewers to feel the calm the town gives you.”
“Tourism ads often chase spectacle,” Linderman notes. “French Lick asked for a different rhythm. We let the place set the pace, from subtle camera moves to pared-back performance.”
Shot over two golden-hour-packed days, the production leaned on patience and timing, slow, deliberate moves, mostly natural light, and a tight crew, to bottle the region’s quiet magic.
CREDITS:
BRAND: French Lick Tourism
AGENCY: The Basement
- Account Director: Sarah Notestine
- Producer: Kaylee Showers
- Associate Creative Director, Art: Michael Thaman
- Associate Creative Director, Copy: Burton Runyan
- Animator: Joseph Cross
PRODUCTION COMPANY: PARAGON
- Director: Jack Linderman
- Producer: Jacob Nobbe
- Director of Photography: Joe Sailer
- Photographer: Logan Wood
POST: PARAGON
- Editor: Jack Linderman
- Colorist: Dan Edwards
MUSIC: Musicbed
SOUND: Defacto Sound
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