Carved Over Time

Luray Caverns is almost 500 million years old. That’s a big number.

So big it almost doesn’t mean anything.

The purpose of the Carved Over Time campaign was to help put that number into context. But rather than just saying things like “Luray Caverns is older than the Atlantic Ocean,” my partner and I came up with the concept of the Stalac-timeline.

Paired with different lines (some a little more macabre than others) like “Don’t let it pass you by” and “See it before you’re gone,” we really hammered home that the Caverns are old and are going to be here probably for forever.

That’s cool, but what’s a Stalac-timeline?

It’s a way to use length as a measure of time.

Since it takes about 120 years for the Caverns to grow an inch, we’re able to mark historical milestones on the Stalac-timeline so you can get a basic visual of how old the Caverns are. Here’s a ruler we made:

We created some basic ones to use on platforms like Reddit, Facebook, Insta, and Reddit as well as some copy-driven digital banners, for when things got small:

We even created an interactive timeline that you can scroll through and see it grow:

That’s some cool artwork. Did you make it with A.I.?

We did not. To bring this campaign to life, we partnered with four woodcut artists to hand-carve different formations found in the Caverns. This was both a nod to Luray’s original hand-carved logo as well as a way to really lean into the idea that good things take time.

As a way to tease the campaign, we even made videos of the process and posted them on our socials.

Woah! That looks even cooler than before. Where can I get one?

At Luray Caverns! As a finishing touch on the campaign, we are helping Luray set up a small gallery where you can purchase limited-edition original prints or copies. There will also be some live tshirt printing with one of the artists, Wolfbat.

Here are some other merch ideas we pitched that did not get picked up