The Charlotte Love Notes – BLK CLT campaign was a bold collaboration between Creators Collab, Crux Films, and the Charlotte Regional Visitors Authority (CRVA). Together, they set out to elevate Black voices, celebrate culture, and position Charlotte as more than a destination—it’s a movement. Their goal was clear: to create a campaign that resonated locally with authenticity and nationally with impact.
In a travel industry often defined by surface-level storytelling, this project dared to go deeper. The task was to celebrate Charlotte’s Black culture in a way that was true to the community while also disrupting how Southern cities are typically portrayed in tourism media.
The story had to be unapologetically Charlotte. Unapologetically Black. And unafraid to say:
“The South’s got something to say.”
From the beginning, Crux Films partnered closely with Creators Collab to help shape and execute the creative vision for the Charlotte Love Notes – BLK CLT campaign. This wasn’t just a production job—it was a full creative collaboration.Together, we set out to create a series of cinematic “love notes” to Charlotte’s Black culture. Here’s how we brought it to life:
Creative Development
We started by aligning on the story we wanted to tell—one rooted in culture, identity, and impact. From there, our team helped lead the creative development process:
Production Execution
We captured authentic moments across Charlotte—real voices, real spaces, real stories. With a focus on strong visuals and intentional pacing, our production approach was designed to honor the subject matter while keeping the energy alive.
Post-Production
In post, we crafted edits that balanced style and substance. Our team focused on flow, color, and emotion—making sure each piece felt cohesive and compelling from start to finish.
The end result: a campaign that didn’t just look beautiful—it meant something.
Charlotte Love Notes – BLK CLT was shortlisted as a “Change Maker” finalist for the global Skift IDEA Awards—alongside industry leaders like Southwest Airlines, Tourism Cares, Spirit Charitable Foundation, and Vail Resorts.
This award category honors organizations transforming the travel space through meaningful impact. Being recognized validated what we already knew:
We’re not just making content. We’re making culture.
“This campaign showed the world that Charlotte’s Black culture is not a footnote—it’s the headline.
— Creators Collab Team
At Crux Films, we tell stories that resonate, represent, and reframe. Charlotte Love Notes wasn’t just a campaign—it was a cultural moment.
And moments like these remind us: when you center real people, real voices, and real purpose—you don’t just tell a story. You spark a movement.
