Visit Winston Salem
Overview
Two cities. One destination. Twice the possibilities. Winston-Salem has a duality that makes it uniquely compelling, and I saw an opportunity to turn that character into a creative platform. Twice as Nice was born from the idea that visitors shouldn't have to choose between different kinds of experiences when they could have the best of both. The campaign embraced contrast, personality, and the unexpected, bringing a playful, confident voice to a destination with more than one story to tell.
I developed the campaign concept and helped bring it to life through creative direction, photography, and copywriting. From casting talent and selecting wardrobe to directing the photoshoot and crafting the campaign's messaging, I shaped the details that gave the work its personality. Every decision was an opportunity to reinforce the central idea and create a cohesive visual narrative. The result was a campaign built around a simple, memorable thought: Why settle for one great experience when you can have two?
