Visit Carlsbad came to us with a clear goal: they wanted a campaign that would drive visitation in spring. They wanted to convey that spring is an exciting time in Carlsbad—and not just because the flower fields are blooming. It’s the perfect time for a family vacation, or to check out a new restaurant, or to go play on the water. With a limited budget, however, we couldn’t capture new photos. But no worries—we just went and transformed the ones we had.
We wanted to tell the story of cool stuff happening. Add in the natural growth of spring (especially with the iconic flower fields) … sprinkle in the destination’s positive vibe … and we had ourselves a campaign line: “Growing Good Times.” To bring it to life, we added custom illustrations to our existing imagery, along with some fun animation and a lot of bright attitude.