A new marketing campaign entitled “That’s My M-O” created by advertising agency Osborn Barr Paramore (OBP) recently launched for the Missouri Division of Tourism. While beautiful vista shots are typical for most state tourism campaigns, the “That’s My M-O” campaign differentiated itself by creating a character named “Mo” that would embody the many things that the state of Missouri has to offer.
“When it comes to taking a vacation, everyone operates differently. Fortunately, there’s no shortage of things to see and do in Missouri. To showcase that variety we created Mo – a welcoming guide who personifies the state and has a vacation for how you operate,” states Ben Bohling, Executive Creative Director for Osborn Barr Paramore.
The main anthem spot features actress Ashley Santana playing 26 different “Mo” roles from camping to culture as she seamlessly walks through a variety of environments – a campsite, a rollercoaster, a museum, a ballpark, a BBQ joint and then to a vista. “Casting is always important, but in this case the concept hinged on it. We cast a wide net and did a tremendous amount of research to make sure we got it right,” says Bohling.
The highly complex production was produced by Coolfire Studios and directed by Cody Stokes. The project utilized a motion control camera system to produce repeatable camera moves, so Coolfire could later composite different character actions into a single scene. A :30 second anthem piece was produced along with a variety of shorter form bumpers to be utilized online.
COVID-19 has affected the advertising industry just as it has many other industries, and it was important for Coolfire and OBP to find safe yet creative ways to execute these new spots. “Filming a project like this – we needed to build sets – we needed room for the motion control camera rig and most importantly room for social distancing. A normal studio wasn't going to work. So, we took over an old retail store in St. Louis and built everything there,” says David Johnson, President and Executive Producer of Coolfire. “With proper planning, attention to detail, and 100% crew buy in, we were able to produce the spots safely, on time and on budget.”
Once the project was filmed, it moved on to post where Coolfire Studios VFX lead, Patrick Vaughan went to work. A mixture of compositing, rotoscoping, and 3D design was used to bring the spot to life. “It’s projects like these, why you get into the business. Incredibly challenging, but creatively rewarding,” states Vaughan. Coolfire’s audio engineer Brent Johnson created an original music score for the piece and Kevin Johnson assisted with compositing and dialed in the color grade.
“Everyone's appetite for travel is different right now, and we want to be respectful of that. Whenever folks are ready, we hope they consider some Missouri day trips. We're excited to showcase the state in a new way,” states Bohling. The spots will be airing on regional cable networks as well as on social media platforms.
About Coolfire
Based in St. Louis, Missouri, Coolfire Studios is a content creation studio that specializes in commercial production, branded content for digital platforms, and television shows. With a strong DNA for storytelling, Coolfire Studios goes beyond the traditional production company by using digital marketing to drive audiences and social engagement to help ensure the content’s success. The company has produced work for brands like: Amazon, AT&T, Toyota, Smoothie King, Purina, Enterprise Rent-A-Car, and LG to name a few. Find out more at www.coolfire.com.
About Osborn Barr Paramore
Osborn Barr Paramore (OBP) is an independent and woman-owned full-service marketing and communications agency based in St. Louis, Missouri. For more than 30 years, we have served brands across a range of verticals, including agriculture, food and tourism, proudly partnering with them in the noble pursuit of possibility. Notable client partners include Bayer Crop Science, United Soybean Board, Missouri Division of Tourism, Morton Buildings and LinkedIn. Learn more at OBPagency.com.
About Missouri Division of Tourism
The Missouri Division of Tourism works to showcase Missouri experiences through compelling storytelling to inspire travel, support healthy communities and strengthen the state’s economy. In fiscal year 2020, Missouri welcomed 36.3 million visitors and saw $12.6 billion in tourism-related spending. Learn more at VisitMO.com
