Take Your Time
A campaign for Visit French Lick that used slow pacing and dry humor to reflect the timeless character of the destination.
The Ask
What We Did
- Producing
- Production
- Editorial
- Color
- Sound Design
- Finishing
Visit French Lick needed a campaign that stood out from typical tourism advertising. Instead of fast edits, sweeping drone shots, or over-the-top excitement, the goal was to embrace the unique character of the destination itself. French Lick has a slower pace and a timeless charm, and the campaign needed to capture that in a way that felt authentic and memorable.
The creative leaned into dry humor and deliberate pacing, showing that the value of French Lick is not in rushing through experiences but in taking the time to enjoy them.
Industries
Tourism Hospitality Lifestyle
- Commercial
- Branded Content
Approach
We leaned into humor that matched the spirit of the town itself. Rather than chase the quick cuts and glossy spectacle of a typical tourism spot, the campaign embraced patience. Each scene played out slowly, giving the audience room to sit in the moment and enjoy the dry wit at its core.
Performances stayed understated and the timing carried the humor. A golfer lining up a putt, a couple moving from water to wine, and a family at the amusement park were staged with deliberate pacing that allowed the punchlines to land. The comedy came from restraint, which reinforced the “Take Your Time” message.
The locked-off frames and measured edits created a timeless look. This gave space for the charm of French Lick to speak for itself, showing that the real luxury of the destination is not in rushing but in slowing down and enjoying the moment.
Stills
How it happened
PACING AS COMEDY
The humor lived in the timing. Each scene was written and shot to unfold slowly, which gave space for small gestures and subtle reactions to carry the moment. Instead of pushing for obvious punchlines, we let pauses and drawn-out beats build the comedy. That patience gave the campaign its distinct voice and made the humor feel natural to the brand.
VISUAL RESTRAINT
The visual language matched the creative idea. Frames were kept simple and steady, with no distractions or unnecessary movement. By holding the shots, we gave the audience room to notice the small details and the dry humor in each setup. This visual restraint reinforced the timeless feel of French Lick and made the spots stand apart from traditional tourism advertising.
SOUND DESIGN
With little to no music in the spots, sound design carried the weight of the campaign. A slight murmur in the background, the patter of wet feet across the ground, and the soft echo of a golf ball rolling gave each scene texture and life. These sounds filled the space that music might normally occupy, creating presence and grounding the humor in reality. By leaning on natural textures and intentional silence, the sound design reinforced the dry, patient tone and gave each scene its charm.
"We brought PARAGON in as our production partner to help bring our campaign to life. They had the kind of enthusiasm you want in a director & production company. They were genuinely excited about our campaign vision and helped us plus it up in the right ways. Their team found clever ways to keep a tough shoot running smoothly, balancing natural light and a packed schedule, and they stayed true to the tone and pacing we set out to capture. The spots turned out great, and honestly, I just liked working with these dudes."
Michael Thaman
The Basement
