Visit California x Atlas Obscura

Campaign Overview

Visit California partnered with Atlas Obscura to produce two distinct branded content campaigns designed to inspire travelers to explore the state’s diverse natural beauty and family-friendly destinations.

The “Childhood Rules” campaign focused on family travel, featuring refreshed branded editorial itineraries and a curated content hub showcasing fun-for-all-ages experiences across California.

The “Let’s Play” campaign celebrated California’s stunning natural landscapes. This series included custom-shot editorial itineraries, immersive visual storytelling, and an interactive scroll-based landing page exploring the state’s six unique biomes — all designed to drive awareness, engagement, and travel intent

The Challenge

Visit California aimed to highlight the state’s range of landscapes and family-friendly attractions through immersive content. Each campaign had distinct goals and audiences — one centered on playful nostalgia, the other on California’s ecological diversity — both requiring multi-layered production, complex location logistics, and tight coordination within a short production window.

Strategic Solution

Atlas Obscura developed and launched two campaign tracks:

Childhood Rules
A family-focused branded series featuring refreshed editorial itineraries and a curated content hub.

Let’s Play
A nature-forward experience anchored by two sponsored itineraries with original on-site photography, and an immersive, scroll-based landing page exploring California’s six biomes.

Both campaigns were executed through collaborative storytelling, custom creative, and meticulous vendor coordination — including location permitting across state parks and protected natural areas.

My Role

Branded Content | Multi-Platform | Lead Producer

I led the production of both campaigns from concept to launch, overseeing creative execution across editorial, multimedia, and interactive formats.

What I did:

  • Produced six branded editorial itineraries, including two with original on-site photography

  • Led the build and launch of the immersive “California Biomes” interactive landing page

  • Sourced and managed custom photo and video vendors across multiple California locations

  • Coordinated permitting and production logistics in state parks and protected forest areas

How I led:

  • Directed cross-functional collaboration across editorial, design, marketing, partnerships, and external vendors

  • Navigated creative approvals and timelines across two concurrent campaign tracks

  • Managed all resourcing, vendors, and review cycles from pre-production through launch

  • “California Dream” Content Hub

    A curated editorial series celebrating family-friendly adventures across California. This refreshed itinerary collection anchored the Childhood Rules campaign, showcasing fun-for-all-ages destinations through engaging storytelling and inspiring travel ideas.

    Check it out

  • “California Biomes” Interactive Experience

    An immersive scroll-based feature exploring six of California’s diverse natural environments. Featuring original on-site photography and video, this visually rich landing page brought the Let’s Play campaign to life and inspired deeper engagement with the state’s wild landscapes.

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  • Tide Pools & Coastal Marine Life Itinerary

    A custom editorial guide showcasing California’s vibrant tide pools and coastal ecosystems. Featuring original on-site photography, this branded itinerary invited curious travelers to explore marine life along the coast as part of the Let’s Play campaign.

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  • Unbelievable Landscapes Itinerary

    A visually rich editorial journey through California’s most awe-inspiring natural wonders. This branded itinerary featured original photography and spotlighted iconic landscapes to drive inspiration and travel intent as part of the Let’s Play campaign.

    Check it out