Visit Pittsburgh

Great brands don't just tell a story. They capture the spirit of a place and give it somewhere to go. For Visit Pittsburgh, that meant finding a creative expression worthy of a city defined by resilience, reinvention, and an unapologetic sense of identity. I helped lead the creative thinking and pitch that secured Madden Media's agency-of-record partnership, then played a central role in developing the concepts that would ultimately become Forge On: a campaign built around Pittsburgh's enduring drive to keep moving forward.

As Creative Director, I guided the vision from early concept through final execution, shaping a cohesive creative platform designed to capture the city's character and inspire people to experience it for themselves. I also wrote the campaign manifesto, which became part of the final brand launch film: giving voice to the idea at the heart of the work. More than a destination campaign, Forge On was an opportunity to turn a city's defining spirit into a compelling invitation to the world.