Dollywood Logo

Client

  • Dollywood

Video Footage

  • Courtesy of Dollywood

Animation & Edit

  • Cream Studio

Sound Design & Mix

  • Rian/Hunter Production

Capabilities

  • Concept Development
  • Campaign Execution
  • Creative Direction
  • Art Direction
  • Copywriting

Love Is In The Air

Dollywood is a world-famous theme park located in Pigeon Forge, Tennessee owned and operated by Dolly Parton and Herschend Family Entertainment. The Dollywood team needed to develop a fresh new holiday campaign leveraging existing footage to promote the annual Smoky Mountain Christmas Festival. Inspired by the joy and wonder of the first snowfall of the season, we created a captivating story that captures the heightened emotion of Christmas time. With so many wondrous experiences for the young and young-at-heart, it’s clear that at Dollywood, everyone can truly love every moment.

instagram273K followers

twitter69K followers

facebook940K followers

Dollywood ad on TV screen

Stills from the TV spot

Snowflake flying through Great Smoky Mountains
Snowflake flying over Dollywood
Snowflake flying around outdoor Christmas tree
fire pit on patio
Snowflake flying as seen through window
snowflake seen through window with Christmas decorations

Using the visual narrative device of a magical snowflake, we take viewers on a fantastical journey offering a sneak peek at the Dollywood experience. Since we weren’t able to shoot new footage, the biggest challenge was ensuring the snowflake felt seamlessly integrated into the spot.

Boy looking on in wonder
Choir singing
Snowflake flying around Train
family walking through christmas lights
kids looking up at snowflake
snowflake flies by in night sky

In the past, Dollywood advertising has been more tactical in nature. We wanted to create a more emotive spot that tugs at the heartstrings and captures the spirit of the experience felt there.

Dollywood logo and tagline over snowy night sky

In less than a month, we turned around over 40 versionings of the "Love Is In The Air" concept for both TV and radio. To keep the creative fresh, the radio features a different script with heavy sound design to amplify the excitement of the season.

Woman listening to radio spot

:30 radio

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