Richmond Region Mimosa Trail Campaign

Art Direction & Creative Production

The Richmond Region Mimosa Trail was developed as the first trail of its kind in the nation, designed to attract a younger leisure travel audience and address a gap in the market, particularly among women planning bachelorette weekends and group getaways. To support the campaign launch, I led the art direction and creative production for a lifestyle photoshoot that would establish the visual identity of the trail and bring the experience to life.

Working with local photographer Joshua Maclin, I developed a shot list and visual approach centered around connection, celebration, and mimosas (obviously). I cast a diverse group of models to authentically reflect the audiences we hoped to reach and selected Napa Kitchen & Wine as the primary location to capture the elevated yet approachable atmosphere that defines the trail experience. The resulting imagery became a key asset across campaign marketing materials, helping position the Richmond Region as a destination for memorable social experiences and weekend travel.