The Ask

San Diego Tourism’s goal was to drive awareness and consideration by positioning the city as a destination defined by optimism, vibrancy, and connection. The challenge was to capture San Diego’s unique energy in a way that would inspire new audiences to see it as a must-visit city.

The Approach

To deliver on the brief, we tapped National Geographic Photographer Kiliii Yüyan alongside local San Diego talent—Nat Geo Explorer Albert Lin, Executive Chef Tara Monsod, and surfer & conservationist Rob Machado—to tell authentic stories across the themes of culinary, ocean, culture, and outdoor adventure. Short-form video and immersive social and digital content carried the campaign across platforms, while streaming audiences experienced the vignettes via a Nat Geo on Hulu sponsorship and interactive ad units. The program culminated in a live New York City event that brought San Diego’s happiness-fueled arts, food, and culture to life for an in-person audience.

What I Did

As Producer and Creative Lead, I guided the campaign from development through delivery. I worked with San Diego Tourism to align brand objectives with National Geographic’s editorial standards and shaped the narrative across the campaign’s core themes. I managed production with our production partners, our National Geographic talent and San Diego local talent, oversaw the edit and optimization of short-form social content, and directed delivery of a full asset suite spanning streaming, social, and digital. For the live event in New York, I collaborated with graphic designers and our event production partners to create bespoke assets that transformed the venue into a San Diego-inspired environment, immersing guests in the city’s food, culture, and coastal spirit.