I am Detroit Summer with Jessica CARE Moore

Story by Biba Adams

Her voice is raspy with the sound of experience and soul. It is one that I could recognize in a crowd. So, when I hear Jessica CARE Moore's voice on a Pure Michigan commercial---I dropped everything to stop and stare.

The first thing that catches you is the brightness of the ad.

There is color everywhere. Jessica is draped in color in designs of her own choosing by Detroit-based designers Sharyl Cross and Zupenda. Her long locs were styled by Zellen--her longtime hairstylist, and she was adorned in custom jewelry by Mindful B. "Everything was intentional," Moore says of her involvement in the ad.

Pure Michigan contracted Moore to be on set for one day. But, she was set on ensuring that not just her face and her words were in this advertisement, but that her spirit was there too. Therefore, she spent weeks helping to coordinate everything from locations to the shooters who would capture all of the dazzling imagery.

"One of the first lines in the poem is 'back of my daddy's ride," Moore says when asked to reflect on what a Detroit Summer was like for her growing up. "We couldn't say Cadillac in the commercial, but my dad had a Caddy and I remember riding up East Jefferson on our way to Belle Isle. We would practically live on Belle Isle."

Moore says that she remembers growing up with a lot of kids in her neighborhood. "And we would be outside from sun up to sun down. That's what you did in Detroit in the summer--you were outside." She adds, "I still love being outside." The poet, who just returned from performing at the Blue Note Jazz Festival in Napa Valley, says she is a "beach girl" who loves the outdoors. "I play basketball, and baseball, I love to just go to a park and get in a pickup game or play catch. I'm a summer girl."

Moore is now the voice of Detroit Summer. The new advertisement was directed by Stephen McGee who was hand-chosen by Moore. The two have collaborated in the past and they worked to cultivate a crew of young, talented Black and Brown filmmakers to capture the authentic diversity of the city. "I wanted the energy of this to be so intentional--even behind the scenes because I wanted to feel comfortable. Also, Stephen and I wanted to be able to share the opportunity with new spaces, new voices, new lenses, new perspectives."

Seeing new perspectives and intentionality were key to the successful creation of this campaign. Moore even cast kids from her own block to be filmed doing exactly what she grew up doing--playing outside.

In another shot, in a convertible Caddy, Moore rides with Dre Sconie and Stef'fanie Christian--they ride past more of her friends including community activists and entrepreneurs. "These people are Detroit. Brilliant, beautiful Detroit," Moore says, wistfully, "These are people who represent the city who aren't always seen, but who deserve to be seen." She adds, "And when people come up to me and they tell me that they have seen the piece and are loving it--that's what they mention. How authentic it feels."

Since 2008, Pure Michigan's campaigns have been voiced by Tim Allen. This year, the "Keep It Fresh" Campaign is the first time that the bureau added Jessica Care Moore as a second voice in the commercials. “Travel is one of the best ways to gain fresh perspective and expand your thinking,” said Travel Michigan Vice President, Dave Lorenz. “The ‘Keep It Fresh’ campaign is an invitation to experience something different and feel renewed in Pure Michigan."

This summer, Moore has traded in her Caddy for a new Jeep. She's been enjoying popping the top and soaking up the sun with her car club of more than 100 fellow female Jeep owners. She's been spending some time on the water--hanging out on boats with friends and you can always catch her riding her bike to her favorite watering hole, The Congregation.

She's enjoying her Detroit Summer and she is even looking forward to Autumn.

"Fall is my favorite season because of the clothes," she says with a laugh. "I love my boots and hats, my coats." This fall, we can also look forward to hearing and seeing her again in a new autumn campaign for Pure Michigan. "I think one of the things I love most about this state is how we experience every season so distinctly. Like I said, in the summer--we're outside, but guess what, in the winter--we're outside too, because that's what Detroiters do. We adapt and we make the most of what we're given."