The Arkansas State Fair comes back every year. The campaign couldn't.

For several years, I led the creative strategy for the fair, developing each annual theme and carrying it across TV, radio, digital, social, outdoor, print, email, web, and on-site signage. I wrote the campaign copy, helped lead creative direction, and worked with the team from the first brainstorm through production.

The work had to cover concerts, livestock, rides, food, family attractions, and all the practical details people needed before walking through the gate, without feeling like a list. Each year, we found a different way to tell the story while keeping the fair familiar, fun, and unmistakably Arkansas.

The campaigns helped drive record-breaking attendance and earned ADDY recognition.