VISIT CALIFORNIA
Dream Big
Visit California is one of the preeminent brands in the travel category and one that has consistently fueled a love for tourism marketing during my tenure at Mering and The Shipyard. I've had the opportunity to be a part of both the launch and continual development of the long-lasting "Dream Big" platform—an ethos born from the California attitude of optimism and possibility that's been engrained in the state's history, people, places, cities, and industry since the beginning. From the gold rush to modern day Silicon Valley, California has been a magical place for dreams and dreamers. Over the years the work has been fun, bold, and inspiring. Often using a touch of self-deprecating humor to keep the message relatable and charming. The platform launch included an international TV spot, "Dreamers" and I included below it a follow-up spot executed a couple years later titled "Living The Dream".
Associate Creative Director — Mering
TV
"Dreamers" :60 TV - Dream Big Launch
"Living The Dream":60 TV
VISIT CALIFORNIA DIGITAL CONTENT NETWORK
Dream365 Project +
24 Hours 24 Dreams
For the Dream Big Platform launch we created a digital content hub dubbed "The Dream365 Project." Here we showcased shareable video and image content that served as California's place of inspiration, and the celebration of dreams and dreamers throughout the state. This included our own original content, custom content created in partnership with the creative community, and curated video content that showcased the California spirit. The ask was simple. We invited the world to find a dream, fuel a dream, or just watch something awesome. In the process we made some really big dreams come true. Highlights include a floating skate ramp built for Bob Burnquist on Lake Tahoe and world premiere live performances by Band Of Horses and Edward Sharpe.
The hub was launched online with a 24-hour purchase of Youtube's homepage masthead across all of Visit California's key markets including the US, Canada, Brazil, Mexico, Europe, UK, Australia and Youku in China. There we released our initial 24 pieces of video content in one day, one per hour.
In the subsequent years the project grew into "Dream365 TV"— Visit California's own network featuring original programatic series available to stream on Amazon Fire, Apple TV, Roku and others. Each series focused on a specific pillar of Visit California's business; culinary, outdoor, entertainment and culture.
PRESS: Fast Company, Wall Street Journal, Devour, Gizmodo, Think With Google, Skift (Awarded Skifties 2014 Best Branded YouTube Channel)
Case Study
Youtube Takeover and Video Content Hub Site Capture
Original Content Highlights
California Dreamers: Bob Burnquist's Floating Skate Ramp
Pro-skater Bob Burnquist has skated on almost every surface imaginable. Now he can add the crystal blue waters of Lake Tahoe to that list. Hope it floats.
California Dream Gig — Band Of Horses Live Performance At The Hollywood Sign
California Dreamers — Richie Trimble's "Stoopid Tall" Bike
Dreams are never stupid, but as Richie Trimble proved on the streets of San Francisco, sometimes they are Stoopid Tall.
California Dreamers — Dario Sattui: The Mad King Of Napa Valley
An authentic medieval castle in Napa Valley? A winery with a torture chamber? Go inside Castello di Amorosa and meet the man who made his crazy fairytale a reality.
William Shatner California Tweet Response
California Dream Gig — Edward Sharpe's Big Top Experience
Edward Sharpe and the Magnetic Zeros are anything but your average band. So when they decided to create and launch their own music festival in L.A., there was no question it was going to be a total circus. This is your chance to get inside the Big Top, and the crazy, creative mind from which it sprung.
The California Dream Tree — In Partnership With Soulpancake
VISIT CALIFORNIA
All Dreams Always Welcome
As we set out to forge each new chapter, year after year, it was important to continually add more depth and dimension to the "Dream Big" platform and evolve so that it remains relevant to travelers today.
In California, there has always been a sense of open-mindedness and inclusion in the state. And with the rich tapestry of the people, place, terrain, and activities, there is literally something for everyone. No other destination can really live up to this promise. This is why, with the social conversation in the US becoming increasingly focused (and at odds) on the topics of open borders, gender equality and racial equality over recent years, we set out to make this a core focus of the Dream Big platform evolution.
We wanted to take a stand and fully embrace this notion of acceptance and possibility, and it was important to communicate both domestically and internationally where California stands. So we came out of the gates with an unbridled call and invitation to everyone to explore all of the unique experiences in California that are as diverse as the people who come here to enjoy them. Because whoever you are, and whatever you are into, we welcome you with open arms. Because here in California, all dreams are always welcome.
Campaign Creative
TV
"What If" :30
VISIT CALIFORNIA
Am I Dreaming
In 2022 Visit California needed to make a splash after losing ground to other destinations during the Pandemic—being amongst the last states to be officially re-open for travel. Media secured a spot to run during the Superbowl pre-game and 2022 Winter Olympics programming. We came up with a simple and straight forward idea—but with an extraordinary execution.
Awards: 2023 One Show Shortlist—Moving Image Craft & Production Visual Effects
Press: Adweek, Little Black Book
Associate Creative Director - The Shipyard
"Am I Dreaming" Long Form
"Am I Dreaming" :06
