The holidays in California hit different.
Lit-up palm trees, ice skating in shorts, surfing before shopping — the list goes on. This campaign for California’s iconic retail destinations captured the season’s West Coast magic, where joy looks a little sunnier.

We brought that spirit to life through playful, evocative copy that made the voice as distinct as the setting — turning holiday into a verb, and inviting people to holiday the SoCal way.

My Role: Concept, Pitch Writing, Voice Development, Brand Messaging Guidelines, Content Strategy, Taglines + Headlines, Social, Naming, UX Copy

Brand playbook and messaging frameworks available upon request.

Here’s a few headlines from this multi-channel campaign to get you in a merry Cali mood.

While the “Let’s Holiday” campaign lived in all Irvine Retail Co. shopping locations in California, we created sub-campaigns for their 3 biggest centers.

Up first is Irvine Spectrum.

Next is The Market Place, where you can shop, eat, celebrate, and even climb on giant ornaments.

Last but not least, Fashion Island, where Santa chills in his coastal cottage.

To activate this campaign, we created Advent calendar-inspired sweepstakes that invited guests to participate in 24 different events and experiences across all the centers.

My key role was to name and describe every event. Here’s a preview of a few.

My dog made me highlight this one.

It’s not a holiday campaign without a gift guide. Last headline is for all the foodies out there.