Your Favorite Neighbor

Creative Director | Writer | Producer

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Your Favorite Neighbor was a destination campaign developed to reposition the City of Atascadero as the Central Coast’s most accessible and charming weekend getaway. It emerged from a key insight about modern travelers: people are increasingly looking for trips that are spontaneous, affordable, and emotionally familiar. They want something that feels effortless—but still offers a sense of discovery. Atascadero, with its central location and low-key personality, was perfectly positioned to deliver just that.

 

As the creative director and brand strategist, I guided the development of the campaign from concept to execution. We personified the city as a lovable neighbor—warm, laid-back, and always up for something fun—creating a campaign that emphasized ease, relatability, and off-the-beaten-path charm. That persona became the anchor for a brand refresh, including a new visual identity elements, messaging platform, and website designed to capture the spirit of the city while making it easy for visitors to plan a trip.

 

To bring the brand to life, I led a lifestyle photoshoot, oversaw the design of the new website, print collateral, created custom social media templates, and produced a full video brand spot—writing and recording an original theme song inspired by 90s sitcom intros to drive home the nostalgic tone. Every element of the campaign was built to feel familiar, funny, and deeply human, reinforcing Atascadero as the kind of place you don’t have to plan too hard for… because it’s already right next door.