Eleven years as the creative lead behind the visual voice of the City of Miami Beach (2014–2025): the campaigns that sold voters a $439M bond, broke up with Spring Break in front of the whole world, and turned modest city budgets into tens of millions of impressions — and measured economic impact.
Client: City of Miami Beach
Role: Sr Art Director/Designer/Lead Photographer
Services: Concept, Branding. Experiential
WE HEART BISCAYNE BAY
We Heart Biscayne Bay (2022). An environmental campaign to change how residents treat the bay, built on three behavior arms: "Don't Fertilize the Bay," "Don't Be Ruff on the Bay," and "Don't Be Trashy." I led the creative, from the voice ("Don't do the beach dirty") to billboards, trolley wraps, bus shelters, and 75+ wrapped pet-waste stations across the city. The campaign delivered 27M+ impressions on a ~$32K budget.
SPRING BREAK
"Miami Beach Is Breaking Up With Spring Break" (2024). I served as producer and strategy lead on the City committee, helping develop the campaign strategy and ideas through approvals. VMLY&R built the foundation assets; my team extended the brand in-house, including the breakup text-message creative that carried the campaign on social. The campaign earned 6.5B impressions and turned a public-safety message into a global cultural moment.
