Paws Up + The Green O

Dec 15

Written By Phil Pinto

Paws Up - Activities Anthem

Paws Up and Green O are sister resorts outside of Missoula, Montana. Paws Up bills itself as a ‘private national park’ and has a host of family-friendly activities and appeal. Green-O is the sexy, couples-only, gastronomy—and design-focused sister resort.
With a relationship spanning nearly 2 decades, Take Care’s Creative Director, Dan Goldberg, has been instrumental in creating the visual identity of The Resort at Paws Up. He’s been on the ground floor of ideation and execution of much of the resort’s content, serving as both director and photographer.

Paws Up (and now Green-O) turn to us to be both their creative direction and main production partner, in order to establish consistency and visual growth year over year.
Create unique visual identities for both properties, while combining production needs for both so that we could be budgetarily efficient.

When Green O was launched in 2021 it had a very specific equity worth promoting. An architectural marvel nestled in the woods, the property quickly established a reputation for gastronomy excellence. Our goal was to showcase what made the property special, while distinguishing Green O from the family-focused Paws Up. We highlighted the extraordinary culinary experiences through mediums like a short documentary about the Montana wilderness-inspired menu, along with a comprehensive photo library of the food and beverage offerings.
We shot two series of Activity films, in different visual styles, to highlight each of what the resorts have to offer. Paws Up pieces were shot in 16x9 aspect ratio, with vintage, warmer lenses. Green-O was shot anamorphic, in a cinemascope ratio, and was color graded to be much darker, moodier, with hints of green and blue. Shooting all of them in one stretch of time created a lot of budgetary and logistical efficiences.
Take Care served as creative strategist + production partner on these projects. Creative director Dan Goldberg outlines a content strategy with PW / GO management at the top of each calendar year, and we handle all video + photo production & post.