Behind the Spot: Visit French Lick

A DIFFERENT KIND OF TOURISM SPOT

Most tourism campaigns push the same button: fast cuts, loud hype, endless lists of things to do. Our collaboration with Visit French Lick and The Basement set out to do the opposite.

French Lick isn’t about rushing from one attraction to the next. It’s a place to slow down. To take your time. The creative team at The Basement, led by Michael Thaman and Burton Runyan, brought that vision forward. Our role was to bring it to life in a way that captivated attention, but didn’t scream for it.

ON LOCATION

Directed by Jack Linderman and shot by DP Joe Sailer, the campaign was filmed across three signature French Lick settings: the Pete Dye golf course, a tucked-away lake dock, and the Big Splash indoor water park. Each spot was designed with a playful edge, reminding viewers that slowing down can be just as rewarding as chasing the next big thrill.

THE PROCESS

The production came together over two jam-packed days. The golf spot stretched into what we call a “donut day,” chasing the early morning light, breaking mid-day, and returning to capture the last glow of evening. The pool and lake were captured in a single day, blending family energy with quieter moments by the water.

Our crew was lean, working primarily with natural light and carefully modifying it as needed. Timing and patience became our biggest tools. Slow, considered camera movement gave each scene the unhurried quality that defined the campaign.

“Tourism ads often push spectacle, but French Lick called for a different rhythm. Our goal was to let the pace of the place itself shape the filmmaking, from the subtle camera movement all the way to the talent action through the scenes.”
— Jack Linderman, Director

THE COLLABORATION

The result is a campaign that doesn’t shout for attention. It invites it. By encouraging viewers to pause, breathe, and take their time, the spots reflect the spirit of the place itself.We’re grateful to have worked alongside The Basement on this project and to Visit French Lick for trusting us to help bring their message to life. Campaigns like this remind us that, in an advertising industry currently dominated by eyecandy like quick cuts, flashy transitions, and in-your-face action… sometimes slowing down is just as sweet.

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