State Commerce ads? They all look and sound the same. It's actually embarrassing for the category. Place them side by side, and there's no way you can name the state. So for the pitch, we actually did just that.

 

South Carolina could afford being lost in a sea of sameness. We needed to overcome poor perceptions and deliver an innovative, convincing argument for why South Carolina was the new headquarters of innovation.

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We redesigned the brand, renamed the department, developed all-new brand identity systems, brand strategy and positioning, animations, guidelines, and produced an award-winning integrated campaign starring top CEOs that helped the state achieve record growth, attracting some of the world's top companies to call South Carolina home.

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The Results:​

• 2025: $9.12 billion in capital investment, 8,100+ new jobs — third-highest year on record, and rural communities accounted for over 40% of both investment and jobs, the highest share since 2010

• 65M+ global impressions across trade and business media

• Honors: The Drum Awards and Telly Awards

• Record Population Growth

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Credits: Creative Executive, Copywriter, Co-Director