All Roads Lead to Texas
Client: Travel Texas
Role: Supervising Producer, Brand Partnerships
Website: atlasobscura.com/allroadsleadtotexas
Travel Texas is a repeat client, coming back to Atlas Obscura after a successful campaign in the summer of 2022, in which we created 20 custom videos and 20 custom written editorial pieces for the Big Wonder campaign.
For the “All Roads Lead to Texas” campaign in 2023, we produce a series of thematic road trip videos hosted by Atlas Obscura founder, Dylan Thuras. Each episode introduces viewers to a totally unique Texas experience, appealing to a wide variety of travelers personal interests.
In addition to the video series, we created a custom podcast episode and feature article to promote the global influence of Texas BBQ.
All Roads Lead To Texas
Texas, Below the Surface
Atlas Obscura co-founder and host, Dylan Thuras, explores the incredible underground wonders of Texas, including the Stuart Bat Cave, the Sonora Caverns, and the Buffalo Bayou Park Cistern. With over 700,000 miles of highways, Texas has more room to roam than anywhere in America, and hidden beneath the surface are incredible spaces waiting to be explored. We meet a guide known as "Cave Jesus" and learn about the creative freedom of cave developers in the 1960s who built almost two miles of walkable passage.
From Ancient Past to Modern Future
We take a trip through time and explore the rich history of humanity. From an ancient flint quarry where stone tools were made 13,000 years ago to the world-renowned astronaut training facility and a historic seaport, each site reveals a unique chapter in the history of humanity.
Big Wonder in Texas
Our host Dylan heads to the iconic Big Texan Steak Ranch in Amarillo, where he attempts their world-famous 72-ounce steak-eating contest. From there we head to Fort Davis, a remote mountain observatory, where scientists dedicate their lives to unraveling the mysteries of the universe. And finally, get your cowboy boots ready for some line dancing at the famed Billy Bob's in Fort Worth, the largest honky-tonk in the world.
Sounds of the Lonestar State
Immerse yourself in the music of Texas in Episode 4 of "All Roads Lead to Texas: Sounds of the Lone Star State." In this auditory journey, we discover the soul of Texas through its diverse music traditions. From the birthplace of conjunto in San Antonio to the intimate town of Luckenbach, where old-school country tunes resonate – the richness of Texas' musical heritage shines through across the state.