Philippine Department of Tourism · Creative Director
Love the Philippines — San Francisco
The department's largest-ever San Francisco program — a 30-day, multi-platform run that put the country in front of the Bay Area, everywhere at once.
Impact
- Reach
- 75M+
- On the ground
- 30 days
- Scale
- Largest
impressions across the run
activations, out-of-home, and live events
San Francisco program in the department's history
Brought in by Mayad USA, I led creative on the Department of Tourism's largest-ever San Francisco program — a 30-day, multi-platform run of activations, out-of-home, and live events built to make the Bay Area feel the country, not just read about it. It drove more than 75 million impressions across the month.
It ran as part of the national “Love the Philippines” effort — the campaign later recognized as Asia's Leading Marketing Campaign of 2024.