Mammoth Lakes Certified Unreal

Mammoth Lakes Tourism launched Certified Unreal in May 2026 under its The Real Unreal brand: a science-led campaign positioning the Eastern Sierra as a landscape too real to be replicated. Seventeen landmarks, from Devils Postpile and the Minarets to Mono Lake, Long Valley Caldera and Hot Creek, were shaped by fire, ice, water and time, and the campaign set out to tell that story and to encourage people to explore it responsibly.

The centrepiece is an interactive 3D map on visitmammoth.com. Visitors move across the terrain from landmark to landmark, and each stop opens a Certified Unreal case file: how the landform came to be, GPS coordinates, access information and stewardship guidance for culturally and ecologically sensitive places, including the traditional lands of Payahuunadü. I set the vision for the experience and led its experience design, user experience and digital creative direction.