In travel speak, Hawaii was considered a mature destination. Avid travelers perceived the islands as too familiar and not exotic enough. They believe that Hawaii was culture-less. And with all the exposure on TV and in the movies, they believed there was nothing new to see. We needed to show these skeptical travelers there’s far more to Hawaii than the typical tourist attractions.

Instead of scripting a campaign, we chose 10 different local storytellers to share Hawaii through their lens—one that travelers never get to see.