PARAGON and French Lick Tourism Invite Viewers to "Take Your Time" in New Campaign

Oct. 15, 2025

Full service advertising agency The Basement recently partnered with production company PARAGON on Timeless French Lick’s latest campaign, “Take Your Time.” The three-spot series flips the script on traditional tourism advertising, inviting viewers to slow down and enjoy the town's signature experiences, from lakeside relaxation and family fun at the pool, to rounds at its world class golf courses. By encouraging audiences to pause, breathe and take their time, the campaign reflects the true spirit of French Lick itself.

Directed by Jack Linderman, the campaign was filmed across three signature French Lick locations: the Pete Dye golf course, a tucked-away lakeside dock, and the Big Splash indoor water park. Set to birds chirping and whimsical music, the :30 golf spot features a man playing on the Pete Dye golf course. As he repeatedly misses his shots, the voiceover reminds viewers that the game, much like most good things in life, is best enjoyed when you “take your time.” The pool spot blends family fun with relaxation, showing a girl enjoying the water park as her dad dozes off nearby. The final spot set at the lake pairs French Lick’s historic healing waters with the modern-day pleasure of a glass of wine, reinforcing the message that no matter where you spend your time at French Lick, the best way to experience it is to “take your time.”

 

Burton Runyan, Writer, and co-Creative Director, of the spots said:

“There’s a forgettable high-energy monotony in too many tourism campaigns today. But a visit to French Lick isn’t about cramming in every possible experience. It’s about appreciating the ones you choose for your trip. This campaign features single moments in time, rather than a montage of action. Simple, deliberate shots were key, and the edit had to focus on reducing them, rather than adding them.”

 

Michael Thaman, Art Director, and co-Creative Director added:

“A lot of our choices came down to keeping things clean and focused. The compositions highlight what makes French Lick feel iconic, from rolling hills and water to the light at the edges of the day. We wanted viewers to feel the same calm the town itself gives you. Using natural light was key, and when you’re chasing daylight, every shot has to count. A tight team of smart folks can make something feel effortless. I give a lot of credit to everyone involved.”

 

Director and PARAGON Founder Jack Linderman shared:

“Tourism ads often push spectacle, but French Lick called for a different rhythm. Our goal was to let the pace of the place itself shape the filmmaking, from the subtle camera movement all the way to the talent action through the scenes. We’re grateful to have worked alongside The Basement on this project and to Timeless French Lick for trusting us to help bring their message to life.”

 

The production unfolded over two intensive days, with the golf spot filmed across sunrise and sunset to capture the region’s changing light. Working primarily with natural light, the team leaned into timing and patience as their biggest tools. Slow, considered camera movements gave each scene the unhurried quality that defined the campaign.