Oklahoma is the gold standard for Route 66 preservation, and the "100 Years of…" campaign is proving it to the world.

I lead art direction, creative strategy and influencer marketing for the Oklahoma Route 66 Centennial Commission, developing a campaign to promote the state's iconic stretch of highway to national and international audiences.

Running through December 2026, every creative decision is made to celebrate a century of history and position Oklahoma as the destination for the Route 66 Centennial.

Approach

This campaign is built on knowing the audience, who they are, what moves them and what will make them feel like part of the centennial story.

From headline-driven creative like "100 Years of 'Did you see that?,'" to interactive print ads featuring Mad Libs, travel bingo cards and road trip quizzes, every touchpoint of the campaign is designed to engage and invite.

Strategically placed billboards with 3D elements command attention on and off the road, while a campaign video brings the emotional weight of 100 years to life in a way that genuinely moves people.

From awareness to action, this campaign is sure to leave a lasting impression on the legacy of Route 66.