Miami Tourism — Found in Miami
To move beyond the city’s most familiar stereotypes, Miami Tourism set out to reframe Miami through its neighborhoods, culture, and everyday energy—inviting visitors to experience the city more deeply and stay longer. The work positioned Miami as a place defined by discovery, not just landmarks.
Alongside campaign creative, a robust asset library captured hidden gems, local texture, and authentic moments across the city—providing a flexible system that could scale consistently across digital, print, and out-of-home touchpoints.
I shaped production and execution, aligning campaign creative and asset development to ensure the story landed with clarity, cohesion, and a distinctly local point of view.
Partner:
The Blur Office
The Blur Office
