Holidays, California style.
The brief
California’s iconic retail destinations wanted a holiday campaign that captured what makes the season feel uniquely SoCal.
The challenge was celebrating the season while staying true to the region’s distinct personality.
The idea
Holiday in Southern California isn’t about snow boots and fireplaces. It’s palm trees wrapped in lights, ice skating under the sun, and surf sessions before shopping.
So instead of recreating a traditional holiday aesthetic, this campaign embraced the unexpected magic of a West Coast winter. It’s where the season feels brighter, warmer, and a little more relaxed.
The concept reframed holiday not just as a time of year, but as something you do.
In SoCal, you holiday.
My role
I developed the campaign voice and copy, crafting playful, evocative language that captured the spirit of a distinctly Californian season.
The tone leaned sunny, lighthearted, and a little wink-y — celebrating the quirks of a warm-weather winter while inviting visitors to experience the holidays the SoCal way.
Across headlines, social, and on-site messaging, the campaign turned “holiday” into a verb, encouraging people to holiday like a local.