Healdsburg is a small Northern California town just past Napa—the usual destination for anyone going to wine country. With support from the Chamber of Commerce, a group of hoteliers and innkeepers bound together to create a marketing campaign to present Healdsburg as an alternative to its highly commercialized neighbor. Beyond wineries and restaurants, what does this smaller, lesser known town have to offer? What makes it special? We inhabited the town and asked around for who the “town characters” were - diehard locals inseparable from the landscape.

We taped interviews with folks in their places of business, surrounded by the things they love most. Leveraging natural light and sincere conversation, we were able to peer into the heart of this town. Patterns emerged and the soul of Healdsburg revealed itself. We edited our findings into a series of themed video vignettes. This work was the strategic centerpiece and inspiration for a wildly successful ad campaign.

We uncover the good stuff. We approach ethnography with genuine respect for what people have to say.