CHALLENGE
The San Juan Islands struggle with the ebb and flow of tourism, with much of the year spent in a quiet, off-season lull. During this period, the islands seem to transform into dark and cold landscapes, where the dense fog rolls in, the forests grow darker and more mysterious, and the usual tourism fades away, leaving behind an atmosphere steeped in stillness and mystery.
INSIGHT
Dark tourism thrives on the allure of the unknown and the eerie, drawing in those fascinated by the mysterious and macabre.
SOLUTION
Create the legend of the Moss Man to amplify the eerie atmosphere of the San Juan Islands during the off-season. Through found footage-style photos and cryptic storytelling, the Moss Man comes to life, blurring the line between myth and reality. This new legend transforms the off-season into a time of discovery, attracting dark tourism enthusiasts eager to explore the island’s secrets.
THE BEGINNING OF THE MOSS MAN
Strange posts begin to appear on Reddit, eerie videos spread across TikTok. All of them asking the same question: What is this creature?
It is then that the legend of the Moss Man is found.
An ‘official’ statement from the Forest Service on the San Juan Island - For years the rangers have seen and experienced things they can’t explain.
They’ve created a database of all of those encounters.
The secret has finally been confirmed.
AN OFFICIAL STATEMENT
JOIN THE CLUB
Through the archive website, people will be prompted to join the hunt for the Moss Man. By doing so, they can receive exclusive Moss Man evidence.
THE WINTER SOLSTICE FESTIVAL
Following the festival, the legend of the Moss Man will continue to thrive through various offerings, including specialized hiking guides pinpointing potential sightings, an exclusive YouTube series documenting the hunt for him, and unique merchandise available only during the off-season.
The campaign will culminate in the annual Winter Solstice Festival on Orcas Island, a celebration of the off-season. This festival serves as a ritual to summon the Moss Man, allowing guests to participate in guided hunts to explore and unravel the mystery surrounding the Moss Man.
