PETERMAYER has unveiled a full rebrand of Michigan’s Petoskey Area, anchored by a new campaign titled “It’s Kinda Unreal.”
The creative-led agency set out to reposition the four-season destination by moving away from traditional tourism marketing. Instead of highlighting checklists and must-see attractions, the campaign focuses on feeling over function, presenting the region as a place to reconnect and reset.
Rolling out across video, print, digital, and out-of-home, the work leans into a simple but resonant idea: the Petoskey Area is not a place to escape, but a place to rediscover yourself.
Alongside the campaign, PETERMAYER developed a new brand identity system, rethinking everything from the logo to the visitor experience and visual language. The approach emphasizes restraint and authenticity, allowing the area’s natural beauty to take center stage while trusting the audience to draw their own conclusions.
To bring that vision to life, the agency partnered with Picture North and director Martin Rodahl, with veteran producer Joe Grundhoefer helping shape the production. The campaign’s visual language blends grounded realism with dreamlike elements, using Phantom Flex slow motion and visual effects such as floating Petoskey stones to create a sense of quiet wonder. Watch below:
“The new branding and campaign captures the unique natural beauty of the Petoskey Area by allowing the view to speak for itself,” said Jim Powell, Executive Director of the Petoskey Area Visitors Bureau. “It is a magical year-round destination, and it’s universally loved by all who visit for a reason.”
PETERMAYER CEO and CSO Michelle Edelman added the work is rooted in a deeper emotional truth. “It’s not about where you are, it’s about how you feel. This is about getting back to basics and reconnecting with something elemental. Ultimately, it’s about resetting your inner compass.”
“The Petoskey Area is such a special place,” Rodahl said. “Capturing that feeling while pushing the craft was the challenge. Using slow motion and visual effects helped elevate the experience without losing the authenticity of the location.”
Behind the Scenes
Picture North served as a full-service production partner, overseeing the campaign from start to finish and integrating production, post-production, visual effects, and still photography in-house in collaboration with PETERMAYER.
The company developed a creative approach centered on floating Petoskey stones and Phantom Flex slow motion cinematography, crafting a visual language that feels dreamlike yet grounded. The goal was to highlight the region’s natural beauty while maintaining a strong human connection, resulting in a film that feels ethereal but is rooted in the reality of the Petoskey area and Lake Michigan.
The edit proved critical in preserving that balance. Rather than letting the visuals overwhelm, the team shaped a rhythm that allowed emotion and a sense of place to come through. Blink-and-you-miss-it slow-motion moments, captured on Phantom Flex, stretch fleeting details into something immersive, while natural elements like minimal light pollution revealed striking night skies on camera. The scale of Lake Michigan added to the sense of wonder, reinforcing an “endless summer” feeling that runs throughout the work.
With deep experience in tourism, Picture North approached the project with a clear understanding of how to stand apart in a crowded category. By lensing both summer and winter, director Martin Rodahl and the team captured the destination’s full character while maintaining a cohesive cinematic tone across seasons.
The result is a campaign that reframes the destination not by what visitors can do, but by how they feel when they leave.
CREDITS:
BRAND: Petoskey Area Visitors Bureau
- Jim Powell, Executive Director, Petoskey Area Visitors Bureau
- Sarah Wiese, Marketing and Communications Director, Petoskey Area Visitors Bureau
- Ellen Hillier, Digital Content Manager, Petoskey Area Visitors Bureau
AGENCY: PETERMAYER
- Dave Damman—SVP, CCO
- Joe Grundhoefer – Producer
- Aron Cleary—Creative Director
- Jonatan Maldonado—Creative Director
- Kevin Zengel—Senior Creative Lead
- Vic Quattrin—Senior Creative Lead
- Margot Bienvenu—Creative Lead/Art Director
- Luke Jones—Copywriter
- John Rushing—Senior Designer
- Greg Johnson—Studio Lead
- Greta Besser—Senior motion Designer
- Kristy Baird – VP, Account Director
- Michelle Edelman – CEO, Chief Strategy Officer
- Laura Thomas – Head of Strategy
- Hezekiah McCaskill – Strategy Director
- Eric Camardelle – Senior Brand Strategist
- Amy Hubbell – Director of Intelligence
- Mary Rose Kesser – Media Director
- Caitlin Condy – Director of Project Management
- Lexcie Lewis – Project Manager
PRODUCTION COMPANY: Picture North
- Director: Martin Rodahl
- Director of Photography: Mack Fisher
- Drone Operator: Simeon Pratt
- Producer: John Gomez
- Production Mgr: Anna Barcis
- Executive Producer: Neha Shultz
- Head of Production: Alex Friedman
POST: Picture North
- Editor: Christine Wolf
- Exec Producer: Stacey Nuzbach
- Postproduction Ops and Coordination: Tatiana Goodman
- Assistant Editor: Trey Spiva
COLOR: Company
Parker Jarvie
MUSIC, AUDIO AND MIX: Singing Serpent
Exec Producers Glen Galloway & Jonathan Spencer
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