Visit Idaho
The 3100 - Destination Storytelling
MOTION
STILLS
On Location
Idaho:
Selway River
Bruneau River
Salmon River
Snake River
Payette River
Lochsa River
St. Joe River
Project Brief
The 3100 was Visit Idaho’s most ambitious storytelling initiative to date, designed to move beyond traditional tourism marketing and capture the scale, culture, people, and places behind Idaho’s legendary whitewater rivers.
Client: Visit Idaho
Agency Partner: Madden Media
Project: Feature documentary + six-part docuseries
Objective: Tell a cinematic, human-centered story showcasing Idaho’s 3,100 miles of navigable whitewater
Audience: Adventure travelers, outdoor enthusiasts, and Idaho locals
Timeline: 16-month project lifecycle, with 3 weeks from contract to Class IV filming
Scope: 52 days of production across seven rivers
What We Did
Led concept development and narrative design in partnership with Visit Idaho and Madden Media
Executed remote, expedition-grade production across seven river systems
Handled end-to-end planning and logistics, direction, cinematography, photography, and post-production in-house
Delivered a feature documentary, six-part YouTube series, social cutdowns, and comprehensive photo libraries
Our Approach
Documentary-first storytelling to build long-term brand equity, not short-term ads
Human-led narratives rooted in place, culture, and community
Small, nimble, hand-picked crews designed for efficiency, safety, and access in challenging, remote environments
Modular content built for festivals, digital distribution, and ongoing tourism use
Execution Highlights
52 days on the ground (April–October 2024)
7 rivers, traveling 380+ river miles
Built custom equipment to protect gear and capture shots not possible with standard setups
Utilized 61 total watercraft
Captured 450+ hours of footage (67 TB)
Used eight different camera systems, including the Sony BURANO — among the first U.S. productions, and the first in Idaho, to deploy it in backcountry conditions
Impact
Audience Reach:
The official trailer generated 3.1 million views within its first three months
The six-part docuseries surpassed 4 million views within the first eight months of launch
Individual episodes consistently reached hundreds of thousands of viewers, signaling sustained interest across the full series
Industry Recognition:
Earned 20+ film festival selections across U.S. and international festivals within first eight months of submissions
Received multiple award wins, including Best Documentary Feature
Additional honors and finalist selections recognized excellence in cinematography and storytelling
Creative Support Squad
Mark Fisher: Director, Producer, Director of Photography, and Cinematographer (Fisher Creative)
Mike Banker: Producer (Fisher Creative)
Andrea Rayburn: Executive Producer, Producer (Visit Idaho)
Andre Womack: Executive Producer, Producer (Visit Idaho)
Scott Rogers: Director of Photography, Field Director, Cinematographer, and Assistant Editor (Fisher Creative)
Sophie Danison: Cinematographer, Lead Editor, and Post-Production Manager (Fisher Creative)
Chris Anderson: Cinematographer, Photographer, and Location Sound (Fisher Creative)
Aharon Bram: Cinematographer (Fisher Creative)
Greg Miller: Location Sound (Fisher Creative)
Sam Osterhout: Story Producer (Fisher Creative)
Matt Casperson: Assistant Editor (Fisher Creative)
Chris Liang: Sound Mix (Audio Dojo)
Dan Olsen: Color (Cosmic Pictures)
Kristen Brockel: Associate Producer and Graphics/Titles (Madden Media)
Addy Coleman: Production Manager (Madden Media)
Tessa Kalfell: Production Manager (Madden Media)
Shelby Ledford: Production Manager (Madden Media)
Robert Gibson: Graphics/Titles (Madden Media)
Client Perspective
“This is the most ambitious storytelling project Visit Idaho has ever taken on. We created ‘The 3100’ to go beyond traditional tourism promotions and put viewers directly into the state’s whitewater experiences exactly as they are—raw, powerful and unforgettable. With a mix of heart-pounding adventure and authentic narratives, ‘The 3100’ will resonate with travelers, outdoor enthusiasts, cinephiles or anyone seeking deeper knowledge of the Idaho whitewater experience.
Visit Idaho collaborated with Fisher Creative to bring the project to life. The company’s vast outdoor film experience and local footprint made it an ideal partner for capturing and delivering these stories to a worldwide audience.”
— Natalie Jushinski, Tourism Manager for Visit Idaho
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