The Challenge: Atlanta wasn’t showing up like Atlanta. The city’s voice felt too safe and didn’t reflect the real culture, energy, or edge of the place.

The Insight: Identified a new audience persona—the Creative Explorer—someone driven by culture, flavor, and discovery, not just traditional attractions.

The Result: Launched the “We’re Atlanta. You’re Welcome” campaign that invited visitors in with swagger, soul, and Southern hospitality—and reintroduced Atlanta on its own terms.

My Role:
- Led strategy and creative concepting for a full 360° campaign
- Conducted competitive audits and consumer research to define what set Atlanta apart
- Crafted a new tone of voice that matched the city’s vibe—bold, warm, and unapologetic
- Wireframed a custom campaign landing page
- Helped shape a refreshed visual identity to align with the new messaging
- Oversaw rollout across digital, social, OOH, and video

Campaign Landing Page

Campaign/Headline Creation, Design Direction, Copywriting, Wireframe Design

Campaign Hero Video

Concept Creation, Director, Shot List, Casting, and Editing Direction

Proprietary/Work-in-Progress
This video is a concept piece created for Discover Atlanta and is currently under review. It is proprietary and shared for portfolio purposes only. Please do not distribute, duplicate, or share without permission. Final client approval pending.