Texas needed a way to get people to start using their site, Texas.gov. But making folks excited about a government services portal isn’t the easiest thing—especially in a state known for its independent spirit.

So we built a campaign around the one thing every Texan loves: their state. Basically, we used Texas to sell Texas to Texas. And it worked, y’all.

We also took over the official state social feeds, filling them with everything from a portrait series shot by Todd Selby to a Digital Chili Cook-Off.