Not LA. Not SD. Just Costa Mesa — a little offbeat, a little artsy, and a lot more fun than you’d expect. Travel Costa Mesa wanted to give both drive-in and fly-in travelers a reason to look twice at this under-the-radar city. Spoiler: the reasons were already everywhere. Michelin stars, eclectic boutiques, a walkable arts scene — Costa Mesa practically marketed itself.

We were asked to spin a campaign out of existing assets. We did that. And then I took the brand’s voice on a hard left turn. No tour-guide clichés. No marketing mumbo jumbo. I built a voice that sounds like a local with great taste and a sense of humor: cheeky, chill, and effortlessly quirky.

The campaign hit big — 200% engagement lift big — which earned us the keys to the rebrand. Coming soon: a full fall campaign and a complete website refresh in 2026.

My Role: Concept, Voice Development, Creative Direction, Campaign Strategy, Taglines + Headlines, Social, PR

No matter the asset or angle, the new voice packed its bags and traveled anywhere.

Already a local favorite for its foodie scene, Costa Mesa just needed a POV that captured its full menu of surprises. Discovering them is part of the trip, and the fun. The new voice followed suit, packing its bags and showing up anywhere the brand needed to be.

Outdoor ads so fun, they count as sightseeing.

A creative itinerary… because this brand doesn’t stay in one place.

Of course we packed a few extras for the trip.