All Inclusive Boston Integrated Campaign

All Inclusive Boston

This is the second phase of the All Inclusive Boston campaign for the city we call home. For Phase 2, we wanted to rethink what the “Boston accent” means to real Bostonians — not just the ones you usually see on TV. “Boston Accent” shows visitors and residents that your “accent” is whatever you bring to the city — whether it’s your cooking, your revolutionary thinking, or even your kick-flip.

My role | Creative Direction

Boston is so much more than just sports teams and Southie. It's time tourists find out.

Boston is known for education, healthcare, tech, and history. But Boston isn’t known as a vacation destination. To showcase the “real” Boston—magic, multicultural, resilient—the campaign highlights Boston’s communities. It extends Boston’s legacy of representation—a value that began with the Boston Tea Party—into a bold future. This is a campaign about Boston; it was shaped by the voices of the city. It’s the product of collaboration between agencies, artists, creatives, and the City of Boston. The idea was pressure tested over countless Zooms, where perspectives spanned generations, skin tones, sexual orientations, occupations, and backgrounds. The research, strategy, and creative were developed with all kinds of voices at the table.

Honored to receive two 2022 Shorty Impact Awards:
🏆 Winner – Campaign by a Black Owned Business
🏆 Winner – Best in Hospitality and Travel

Deliverables included out-of-home advertising, digital advertising, videos, rebranding, and printed collateral.

Digital Billboards

The campaign took over digital billboards across the city of Boston and into New York. Each digital billboard highlighted one of the stars of the campaign video and promoted the hashtags #likeabos, and #bostonismore. Animations ran anywhere from 15-30 seconds.