Fall foliage travel is a billion-dollar industry in America. And while Tennessee has some of the most beautiful fall scenery in the country, every other state is making the same claim. So how does Tennessee stand out? There are roughly 280 million people in the world who are red-green color deficient, which means they’ve never truly seen what fall looks like. One in 12 American men experiences some form of color blindness, a condition that affects nearly five percent of American women, too. 

So for its client the Tennessee Department of Tourist Development, ad agency VML created the first  scenic viewers outfitted with specialty lenses designed to help alleviate red-green color blindness so that people who have never seen the true colors of fall, can experience them for the first time.

This short film captures color blind people seeing the natural beauty of Tennessee for the first time. Directing the Color Blindness Viewer short, running on TV and online, was Chusy Jardine of Plan A Films.

Credits

Client Tennessee Department of Tourist Development Agency VML Debbi Vandeven, global chief creative officer; John Godsey, chief creative officer; Derek Clark, executive creative director; Allison Pierce, Stephen Martin, group creative directors; Ryan Simonet, Betsy Jemas, creative directors; Mars Denton, art director; Amy Wilsey, associate copywriter; Ryan Schooley, lead technologist; Ethan Downing, executive producer. Production/Post Plan A Films Chusy Jardine, director; Andy O’Neil, editor.

MySHOOT Profiles