Client: Atlanta Convention & Visitors Bureau
Role: Creative Direction
Results: The campaign generated over 25M video views, outperformed benchmarks, and earned six industry awards—cementing Atlanta’s identity as a vibrant, next-level destination.
Atlanta is where I live, and one of my favorite cities to create in. It’s hot, weird, diverse, stylish, innovative, and completely unapologetic. All at once.
To boost awareness of Atlanta’s leisure tourism and large-scale event offerings, the city needed a unified identity. Our team developed a full-scale social campaign that captured the city’s energy and inspired people to experience it for themselves. We positioned Atlanta as the only place with the culture, history, and creativity to confidently say it’s on a different level.
Our visuals brought that message to life with bold, collage-style graphics—designed to stand out in-feed and immerse viewers in a version of Atlanta that feels vibrant, surreal, and unmistakably local. The graphic style resonated so well that core elements continue to be used within the broader Discover Atlanta brand to this day.
It’s been a rewarding project to help shape how people see the city I call home!
One of my favorite projects was showcasing Atlanta through the eyes of a local music producer—watching tracks come to life in-studio and capturing the creative process in real time.
The “ATL Inspires” series created with local producer Ashilee Ashilee was part of a much larger “On a Different Level” campaign. Designed to immerse audiences in the energy and visuals that make Atlanta unlike anywhere else.
These are some of my favorite ads I’ve worked on (mostly because they feel less like ads and more like art)! We framed 18×24” versions for our agency’s Atlanta office to bring a lil ATL energy into the workspace.
The campaign nailed Atlanta’s energy and creative spirit. The one part not hitting for me was the “On a Different Level” logo (the only element we didn’t design). For the next iteration, I recommended leaning into the city’s name as its own strongest branding. Same bold style and spirit, but with a new core message that was all in the name.
As the campaign took hold, we evolved the look and feel for specific moments like promoting the MICHELIN Guide’s arrival in Atlanta. We kept the overall style but refined it to match the prestige of MICHELIN, while still repping the city’s vibrant food scene with authenticity and attitude.
Credit:
Our Atlanta-based creative team reps the city like no one else. This work came to life through the talents of Peter Karpick (Sr. Art Director), Terrence Wimberly (Sr. Designer), Chris Hicks (Sr. Designer), Ashley Padilla (Motion Designer / Editor), and Stevie Yochum (Motion Designer).
Awards:
Winner - Content Marketing Awards (Media Distribution), Shortlist - Skift Ideas (Creative Thinkers Award), Gold - Muse Creative Awards (Social Media Marketing), Platinum - Hermes Creative Awards (Social Media Marketing), Gold - Marcom Awards (Social Media Marketing), Silver - Davey Awards (Social Media Marketing)