featureD project

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Smartphone and laptop screens displaying Squamish trail biking promotional content. The phone shows a nature scene with an overlaid donation message, and the laptop shows a trail biking website with an image of bikers on a dirt trail surrounded by trees.

ride it. support it.

A campaign built around a simple idea: Convert visitation into trail support.

Summit & Story led campaign strategy, creative development, planning and go-to-market strategy alongside an incredibly talented production team led by Scott Secco.

A campaign designed not just to promote riding in Squamish, but to help strengthen the trail network behind it through:

  • Direct visitor donations

  • QR-enabled calls to action

  • In-destination signage

  • Local business integration

  • Future merchandise initiatives

#FORTHELOVEOFTRAILS

BUILDING A VISUAL IDENTITY FOR TRAIL SUPPORT

ILLUSTRATIONS BY TAJ MiHELiCH

Construction workers in safety vests and helmets are installing a pipe underground in a mountainous outdoor landscape with trees and mountains in the background, using a small tracked excavator and hand tools.
A cartoon scene of two people mountain biking on a trail in the mountains, with a person in a yellow jacket and cap labeled 'Steve' standing at the side holding a shovel, and a thought bubble showing four fairies flying around a rainbow and a moon against a starry sky.
Logo for Tourism Squamish versus Sorca featuring contrasting green and black colors with icons and text.
Text on a black background reading "Donate to support Steve. The real trail fairy." in beige and lime green text.
An illustrated map of a mountain with a trail leading to the summit. The mountain has a large sign at the top that says 'Trail Ends.' On the right side of the mountain, there is a nest with a bird inside. The map includes a winding trail from the bottom to the top and marks with the name 'Tat Mihlich'.

limited golf destination series

Home Turf is a limited-series destination partnership built around one of North America's leading golf creators, Mac Boucher.

Rather than simply showcasing great courses, the series tells the broader story of a destination through its people, food, culture, accommodations and off-course experiences, revealing why golfers should stay longer, explore more and return again.

Lock in your spot

experience that shapes us.

  • A person mountain biking on a dirt trail in a desert landscape with cacti, bushes, and large rocks, under a bright sun.

    VISIT TUCSON

    Produced for Visit Tucson, this piece was developed to showcase the incredible riding and unique landscape around Tucson, Arizona.

    CHECK IT OUT
  • Two mountain bikers riding on a curved dirt track in a forested mountainous landscape with evergreen trees and distant mountain ranges under a clear blue sky.

    COLORADO TOURISM

    Working with Colorado Tourism, we combined 5 classic MTB destinations into one comprehensive video and photo article showcasing Colorado’s best!

    CHECK IT OUT
  • A person riding a mountain bike and airborne over a dirt trail during sunset, surrounded by grassy hills and trees.

    CHRISTCHURCH TOURISM

    Jay French delivered this sizzling showcase for Christchurch and Canterbury Tourism in NZ. If you want golden hour, Jay’s your guy.

    CHECK IT OUT
  • A mountain trail scattered with large rocks and boulders, with a cyclist riding along the narrow path, surrounded by dry grass and bushes, with a hazy cityscape in the distance at sunset.

    VISIT IDAHO

    This piece showcasing Boise, Idaho made up a 3-part video and photo series for Visit Idaho. Coordinated in partnership with Madden Media marketing agency.

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  • Two people riding mountain bikes down a dirt trail in a forest with tall trees, during sunset with the sun shining through the trees.

    TOURISM WHISTLER

    Tourism Whistler worked closely with me during my time at Pinkbike to showcase their incredible mountain biking product, stunning landscapes and aprés scene.

    CHECK IT OUT
  • Two mountain bikers riding downhill on a rugged trail during sunset with trees and hills in the background.

    NORTHERN TERRITORY TOURISM

    Commissioned by Northern Territory Tourism and lauded by the Minister of Tourism, NT as a chance to show the beauty of Northern Australia to the world.

    CHECK IT OUT