Who is Moab is a four-part documentary series created for Moab Office of Tourism that takes a different approach to destination marketing. Instead of leading with landscapes alone, the series focuses on the people whose lives, work, and perspective shape Moab every day. Artists, guides, business owners, and locals tell the story of the destination through real experiences, creating a stronger connection for visitors planning their next trip.
Client
Moab Office of Tourism
Completed
2026
Services
Motion
Industry
Tourism
Documentary
Great Outdoors
Moab Office of Tourism partnered with our team to create a series built for where tourism marketing is going, not where it has been over the past decade.
Today, travelers are paying more attention to meaning, connection, and experience when choosing where to go. Standard destination ads filled with scenic visuals are no longer enough to hold attention or create loyalty. The goal was to create a series that gave visitors a reason to care before they ever arrived.
Who is Moab was created to answer that challenge. The four-part series introduces viewers to the people behind the destination and gives the audience a clearer understanding of why Moab matters to the people who live there.
Our team handled the project from concept development through production and post. We spent two weeks on-location in Moab filming across the region and working directly with the individuals featured throughout the series.
Every episode was designed to feel honest and cinematic without becoming overproduced. Interviews were captured in the environments where each story naturally exists, whether that meant on the river, inside a garage, at a local business, or out on the landscape itself. Natural sound, pacing, and strong visual discipline were a major part of the final experience.
Subject selection was critical. Each person needed to represent a different side of Moab while still contributing to one larger story. From artists and rafting guides to local business owners, every voice added depth and perspective.
The production model was intentionally built around a smaller, nimble crew, allowing our team to move quickly, stay flexible, and deliver high-level work without unnecessary overhead. That structure created a stronger final product for the client and established a model that can scale effectively for other destination partners.
The strongest destination stories are built around people. Most tourism campaigns focus on what someone can do when they arrive. We wanted to focus on who they would encounter and why that matters. That shift creates stronger storytelling and a better reason to visit.
Who is Moab was designed to move past promotional tourism content and create something with long-term value for the destination. The series gives returning visitors a new lens, gives first-time visitors a stronger emotional connection, and gives the tourism office a piece of media that stands apart from standard campaign work.
This project established a new approach to destination marketing, showing how stronger storytelling and human connection can create deeper audience engagement.