Picture North’s Martin Rodahl Captures Quiet Wonder in the "It’s Kinda Unreal" Campaign for Petoskey Area

The agency Petermayer announces its reimagination of the Petoskey Area, Michigan, with a complete rebrand and the It’s Kinda Unreal campaign.

The stunning area is a four season gem of a destination that’s been beloved by visitors and locals for years. With its new campaign, Petermayer hopes to make it better known by creating a brand world that feels grounded, elemental, and touched by magic, exactly how it feels in the Petoskey Area. [...]

For It’s Kinda Unreal, Petermayer tapped veteran producer Joe Grundhoefer to channel the raw beauty of the area into a campaign. Partnering with full-service production house Picture North and Director Martin Rodahl, the team developed a creative approach centered on floating Petoskey stones and Phantom Flex slow-motion cinematography, creating a dreamlike yet grounded visual language that highlighted the region’s natural beauty while maintaining a strong human connection.

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