Every two years, the Daytona Beach International Festival comes to life—but the 2007 campaign was particularly momentous: it would be the last time the city hosted the London Symphony Orchestra. With just four months to execute, our team was tasked with creating a full suite of assets that captured the event’s prestige and energy.

I led the creative, guiding a multidisciplinary team through branding, experiential design, and a national ad campaign. This included a high-end photoshoot (with a National Geographic photographer I brought on board), large-scale collateral, local OOH billboards, and immersive event environments. In parallel, I forged a strategic partnership between the Festival and the Daytona Beach CVB, ensuring the campaign elevated both the festival and the city’s profile. The resulting campaign combined sophistication, excitement, and local pride—turning a fleeting moment into a memorable, citywide celebration.