“You Were Made To” rebrand and launch campaign
Project Snapshot
Expedia tasked us with reimagining their brand identity through a campaign rooted in emotional storytelling and wanderlust. “You Were Made to Remember” highlighted the lasting impact of travel, celebrating the memories that shape us. The challenge was to inspire people to travel by showing how journeys create genuine connections, feelings, and experiences that stay with us.
My Role & Process
As Creative Lead at EG+ Worldwide (now Omnicom Production), I developed and directed campaign concepts, designing assets across print and digital while overseeing production for a seamless rollout. I provided art direction and brand identity expertise, guided the use of Figma, Photoshop, After Effects, InDesign, and Illustrator, and gave direction to other members of the studio team.
Results / Impact
The campaign delivered over 20 creative executions across billboards, bus stops, digital out-of-home, and social channels, reaching audiences in Europe, North America, and APAC. I developed a scalable global OOH and digital toolkit to support brand-wide rollout, and the campaign drove measurable success, contributing to a 12% uplift in bookings during launch.
Development Work
Campaign Concept Imagery
Image Cropping
Princibles
Traveler focused
The imagery should center on the traveler’s experience — whether solo, with a partner, family, or group — and avoid showing empty, lifeless landscapes.
Kineticism/ caught moment
The imagery should center on the traveler’s experience — whether solo, with a partner, family, or group — and avoid showing empty, lifeless landscapes.
Realism/ perfect imperfect
The imagery should center on the traveler’s experience — whether solo, with a partner, family, or group — and avoid showing empty, lifeless landscapes.
Framing
The imagery should center on the traveler’s experience — whether solo, with a partner, family, or group — and avoid showing empty, lifeless landscapes.
Sense of place
The imagery should center on the traveler’s experience — whether solo, with a partner, family, or group — and avoid showing empty, lifeless landscapes.
Layout Scamps
Masters
