I’ve always been drawn to the emotional core of a place — the feeling that lingers long after you’ve left. Of all the categories I’ve worked in—sports, health, financial, and countless others—tourism is the one that captured my imagination.
It gives me the chance to build identities that last, stories that move, and creative work that inspires people to go somewhere new.
The projects that follow represent moments where design met discovery. The irony of travel is simple: we search for something new, only to find it everywhere.
BELIZE TOURISM
Grab Life in Belize & Exhale
Problem: Belize runs on tourism. When the pandemic shut it down completely, it didn't slow the country's economy. It stopped it entirely.
Solution: Two campaigns, one mission. Grab Life in Belize met travelers the moment they were ready to move again. Exhale gave them permission to stop holding on and let go. Together they rebuilt a nation's presence in the minds of travelers when it mattered most. View the complete Belize case study here.
LEADING HOTELS OF THE WORLD
Storied Travels Await
Problem: Luxury travel advertising all looks the same. Leading Hotels of the World is a collection of the finest independent hotels on the planet and they were disappearing into the noise.
Solution: Won through a competitive pitch. Then came the work. Three months on the road with just a photographer, hitting 13 cities across America and 6 cities across Europe, right in the middle of COVID. Every casting call, every shot, every client conversation. All of it. The campaign culminated in a full creative takeover of the International Luxury Travel Market at Cannes, spanning hundreds of individual pieces of creative across the entire venue. View the complete case study here.
JETBLUE
A Taste of Home, Getaways, NYC Takeoff
Problem: JetBlue needed campaigns that felt personal, not transactional. Getting people to fly isn't just about price or convenience. It's about giving them a reason that actually matters to them.
Solution: Three campaigns, three different emotional entry points. A Taste of Home surprised Dominican families in Washington Heights with free flights back to the DR. Getaways reminded burnt out New Yorkers that escape was closer than they thought. NYC Takeoff celebrated the city itself as the ultimate departure point. View the complete case study here.
HYATT
Hyatt House, Hyatt Place, Hyatt Ziva, Hyatt Zilara, Park Hyatt
Problem: Hyatt runs five distinct sub-brands under one parent. Each one serves a different traveler with a different expectation. The creative challenge was telling five specific stories without losing the thread that connects them all.
Solution: Won through a competitive pitch. The work required getting on the ground at the actual properties to find what made each one worth staying in. Tokyo. Toronto. Brussels. New York. Scottsdale. Shot in partnership with the New York Times, the campaigns were built from real place, real detail, and real experience. Not stock. Not staged. Just the truth of each location told with precision.
LOUISIANA TOURISM
Where the Type Talks
Problem: Louisiana has more personality than almost any place in America. The existing tourism advertising wasn't showing it.
Solution: A pitch built around expressive typography as the primary creative vehicle. Let the letters do what Louisiana does. Make noise. We didn't win the pitch. The work wasn't the reason.
U.S.V.I.
Paradise, Expanded
Problem: The existing campaign had good bones but no system behind it. No logic, no room to grow.
Solution: Two phases. First, built the reasoning and structure underneath what already existed. Then a 2.0 that expanded the visual language with stronger graphic elements, giving the campaign room to breathe and scale.
FLAGLER COUNTY, FL
Florida's Hidden Surf Capital
Problem: Flagler County sits on one of the best stretches of Atlantic coastline in Florida. Nobody knew it existed.
Solution: Pitch work built around owning what makes Flagler genuinely different. Not another Florida beach town. The surf capital the state forgot to tell anyone about. The black and white checkered flag in the logo badge is the international signal for high surf. It's not decoration. It's a credential.
NORTH MYRTLE BEACH, NC
Come Back to Yourself
Problem: North Myrtle Beach looked like every other beach destination. Same photography, same tone, same forgettable tagline. Nothing that told you why families come back year after year.
Solution: Pitch work built around the emotional truth of the place. Not the beach. The feeling of being there with the people you love. The work is still on point today. Didn't win. Politics, not the work.
CRYSTAL COAST, NC
You Belong Here
Problem: The Crystal Coast is a family destination built around home rentals and repeat visitors. The challenge was making first timers feel like they already belonged there before they ever arrived.
Solution: Pitched and won. A campaign built around community and familiarity rather than spectacle. A multiday photoshoot captured the real texture of the place, real families, real moments, real belonging. The kind of work that makes a newcomer feel like a local.
BERMUDA
The Mystery is the Point
Problem: Bermuda is one of the most beautiful destinations in the Atlantic and American travelers consistently overlook it in favor of the Caribbean. Not because it isn't worthy. Because nobody had properly told its story.
Solution: Lean into the mystery instead of fighting it. Bermuda doesn't need to explain itself. It needs to intrigue you. Pitch work built around revelation over promotion. Show just enough to make you need to know more.
