Brand USA is the official destination marketing organization for the United States, with a mission to increase international travel to the United States, (proven to be one of the best levers for economic growth). The brand challenged its partners to capture the world's attention with exceptional content that spotlights the limitless travel experiences that await them in the United States.

We approached this project with a concept built around in-depth travel insights, with a special focus on the power of human-centric storytelling. USA Through Film is a dynamic exploration of the many contrasting landscapes, cultures, and characters of the USA. Our narrative approach was grounded in data—namely that which shows that Family and Friends are the #1 influence for prospective travelers, ahead of Online Publishers at #2. Our celebrity hosts aren't just reasons to watch—they also successfully parallel the familial relationships that are proven to drive Travel decision-making.