Tysons, VA–(May 1, 2026)–WHITE64, an independent full-service marketing and communications agency, today announced the launch of its latest creative campaign for Luray Caverns, “Carved Over Time.”
At a moment when much of modern advertising is created at increasing speed, often with the help of AI, the campaign moves in the opposite direction. Inspired by Luray Caverns’ heritage logo, WHITE64 partnered with four woodcut artists to create hand-carved illustrations—an intentionally meticulous process that mirrors the gradual formation of the caverns themselves.
By slowing the creative process down, the campaign makes the act of creation part of the story itself. The result is a body of work that doesn’t just depict the caverns, but reflects how they were formed: patiently, precisely, and naturally.
As a new expression of Luray Caverns’ long-running brand platform, “What Will You Discover?” the “Carved Over Time” campaign breaks beginning May 1 across digital, social, online video, and print, in addition to a microsite that will contain the artists’ stories and process.
In one execution, a stalactite lengthens against markers of human and geological history—the Ice Age, the Stone Age, the Middle Ages, and the present—revealing the contrast between geological time and the brevity of a human life. The campaign’s message is clear: “Luray Caverns. Don’t let it pass you by.”
“The caverns were formed drop by drop over immense stretches of time,” said Bill Huffman, Director of Marketing and PR at Luray Caverns. “We wanted to honor that by investing the same kind of care and intention into how we tell that story, and by inviting people to experience it for themselves. Working with artists who share that same sensibility and who have built audiences around it allowed us to extend that idea in a way that feels authentic.”
Luray introduced behind-the-scenes content across its social channels beginning in mid-January, documenting the woodcuts from initial sketches through carving and printmaking. The final artwork and main visitation assets will launch in April 2026 to coincide with peak tourist season.
The campaign will lead to an interactive “stalac-timeline” microsite. As users scroll, a stalactite gradually forms from nothing, moving through tens of thousands of years of geological and human history before arriving at the present moment. The site will also introduce audiences to the four woodcut artists: Valerie Lueth of Tugboat Studios, Dennis McNett of Wolfbat Studios, Brian Reedy, and Gloria Shows.
“As content is created faster and faster, choosing what’s worth our time becomes more important,” said Mick Sutter, Chief Creative Officer at WHITE64. “The caverns were formed over millions of years. We wanted the work to reflect that, not just in what it says, but in how it was made.”
The campaign will run regionally across key driving markets, including Baltimore, Washington D.C., Raleigh, N.C., and New York. This marks the first time Luray Caverns has used illustration in its core advertising in over two decades.
A live exhibit of the woodcuts is planned and prints will also be available in the Luray Caverns gift shop, extending the campaign into an on-site experience.
