Telling the story of our hometown was personal. A lot of us at Mitchell Palmer spend our weekends exactly where this campaign was shot — on these trails, in these restaurants, at these events, wandering these neighborhoods. So when it came time to capture it all, we let Boise do the heavy lifting. The Most Braggable City campaign is a love letter. It doesn't tell you why you should visit Boise — it shows you why the people who live here can't stop talking about it.
