let go.
and let lake george
do the rest.

let go

In a world full of noise, stress, and constant demands, Visit Lake George Area set out to offer something much needed and rare: relief. Grounded in primary research and audience insight, the Let Go campaign tapped into a powerful human truth—people don’t just want a vacation, they want release. Set against the pristine beauty of Lake George, the campaign positioned the destination as a place where worries fade, tension loosens, and life feels lighter.

To bring that feeling to life, FourthIdea crafted a deeply immersive creative strategy, pairing emotional storytelling with sensory-rich execution. From an original, agency-composed song to breathtaking cinematography and expressive graphic design, every element worked together to help audiences feel Lake George—before they ever arrived.