Canadian Badlands tourism

Creative direction, taglines, messaging and look and feel for Southern Alberta’s Canadian Badlands Tourism, all 90,000 square kilometres of it!

I’m quite proud of how we were able to help raise the profile of this one-of-a-kind, unique area. Rolling prairie, lakes and rivers, interesting geologic features, pioneer and western history… not to mention all the amazing dinosaur finds dating back to the Cretaeceous Period! There was a lot to work with!

That sense of history and discovery helped inform the updated tagline I developed for the campaign – “It’s About Time”. And all just a short drive from Calgary!

I even got to try my hand at destination writing – here’s the piece I wrote after a summer bikepacking trip in the Badlands.


As well, I wrote the script for a “mockumentary” about dinosaur clones living in the Canadian Badlands. The video went live during the leadup to the release of the film Jurassic World, which was purported to be about genetically-modified dinos.