When Maryland set out to commemorate America’s 250th anniversary, the challenge was bigger than marking a milestone. It was about creating a campaign that could capture 250 years of Maryland history and pride, connect with people across the state, and build excitement for what comes next.

Working with The Maryland State Ad Agency, and in coordination with the MD250 Commission and Governor Wes Moore’s office, Alex+Tom helped bring that vision to life through a statewide campaign spanning television, digital, social, outdoor, radio, and some of Maryland’s most recognizable destinations.

And the work is getting noticed.

“How Do You Say Semiquincentennial?” earned a Capital Emmy Award, adding one of the region’s most prestigious honors to the campaign’s growing list of accolades. The recognition celebrates the creativity, storytelling, and collaboration behind a campaign designed to get an entire state engaged in a once-in-a-generation celebration.

Here’s a look behind the scenes at the strategy, creative, production, and teamwork that brought this Emmy-winning campaign to life.

The Spark: Concept and Storytelling

Every great campaign begins with an idea, and this one started with a challenge. The term Semiquincentennial is both historically significant and a bit of a tongue-twister. Alex+Tom’s creative team saw an opportunity to turn that complexity into connection.

Through collaborative brainstorming, and careful storytelling development, the team built a concept that was smart, inviting, and true to Maryland’s spirit. The goal was to make this milestone feel personal and relevant, inspiring every Marylander to see themselves in the celebration.

The image above features Governor Wes Moore on set.

The Script: Finding the Governor’s Voice

The Alex+Tom team worked closely with The Maryland State Ad Agency, incorporating feedback from the MD250 Commission and Governor Wes Moore’s communications team, to craft a script that balanced history, optimism, and humanity.

Each line was refined until it reflected Governor Moore’s leadership, tone, and inclusive vision. His delivery became the heartbeat of the film, expressing both Maryland’s enduring legacy and its forward-looking energy.

The Shoot: Capturing Maryland’s Spirit

Filming centered on two key elements:

• Governor Wes Moore’s on-camera address, filmed with thoughtful art direction and high-end production equipment to create a polished, cinematic look that reflected Maryland’s confidence and character.
• Man-on-the-street interviews featuring a diverse mix of Marylanders doing their best to pronounce “Semiquincentennial.”

These genuine, unscripted moments became the emotional core of the campaign. They represent the humor, heart, and diversity that define the state, showing real Marylanders proudly taking part in a shared milestone.

In the images above, see three women being interviewed and asked to pronounce the word, "Semiquincentennial".

The Montage: Honoring 250 Years of Legacy

To bring the story to life,  Alex+Tom curated historic and contemporary footage that captured the essence of Maryland. The visuals reflect the state’s many dimensions: coastal towns, farmlands, universities, festivals, and thriving cities.

The creative team wove these elements together with archival imagery, motion graphics, and 3D design, creating a visual bridge between Maryland’s past and its present. The result is a film that feels both timeless and full of motion, celebrating the progress of a state that has always shaped the American story.

The Rollout: Turning a Video into a Statewide Movement

The campaign continues to reach Marylanders everywhere. Alex+Tom designed a comprehensive toolkit to ensure the message remains visible across the state and across media platforms.

The creative suite includes:

• Dozens of static and animated assets
• 30-second television ads
• Digital and social media placements (including Reddit)
• Billboard and ballpark displays
• Radio and streaming audio spots
• Campaign visuals appearing along the Ocean City seaboard

This ongoing rollout turns the project into a living, breathing celebration of Maryland’s story. It continues to spark curiosity, pride, and connection across audiences statewide.

The Teamwork: The Real Secret Behind the Award

Behind every award-winning project is a combination of creativity, collaboration, and precision. The Semiquincentennial campaign brings together nearly every discipline within Alex+Tom, including:

• Campaign strategy
• Creative concepting and storytelling
• Art direction and video production
• 3D animation and design
• Integrated marketing 

Each skillset contributes to a cohesive story that represents Maryland’s legacy and spirit of innovation.

A Legacy Worth Celebrating

The MD250 Semiquincentennial campaign does more than commemorate 250 years of American history. It highlights the people, places, and progress that make Maryland remarkable.

From a tongue-twisting creative challenge to a statewide campaign and now a Capital Emmy-winning production, the project shows what can happen when great storytelling and collaboration come together.

Through creativity, partnership, and Maryland talent, Alex+Tom helped create a campaign that doesn’t just celebrate the state’s history. It gives Marylanders a memorable way to be part of what comes next.