Holiday Snowglobe Video
Creative Direction • Brand Storytelling • Motion Design
Client: San Diego International Airport
Industry: Transportation / Public Infrastructure
Role: Creative Director
Scope: Concept development, creative direction, brand storytelling, cross-disciplinary collaboration
Overview
As part of San Diego International Airport’s ongoing brand evolution, this holiday video was created to deliver a moment of warmth, connection, and regional character during one of the airport’s busiest travel seasons.
The objective was to create a piece that felt distinctly human and memorable — one that reflected the airport’s brand values while offering travelers a sense of delight and welcome during a high-volume, high-stress time of year.
Creative Direction
Rather than relying on traditional holiday imagery or messaging, the concept focused on illustration and motion to tell a simple, joyful story — one that could resonate across ages, cultures, and travel contexts.
- As creative director, I led the vision for the piece, guiding tone, pacing, and narrative while ensuring the final execution aligned seamlessly with the airport’s broader brand system. The goal was clarity and charm without excess — something expressive, but never noisy.
Approach
As lead creative director, I guided the club through a thoughtful, collaborative rebrand process focused on stewardship rather than trend.
The work began with a close study of the club’s history, symbols, and culture, followed by the development of a refined visual identity system rooted in maritime tradition and modern restraint. Every design decision prioritized longevity, legibility, and ease of use across member-facing applications.
The rebrand was developed in close collaboration with club leadership and committees, balancing creative clarity with thoughtful consensus-building.
Collaboration
This project was a true collaboration across disciplines, bringing together illustration, animation, sound design, and voice to create a cohesive final piece.
I worked closely with:
- Michael Fugoso, illustrator
- Austin Faure, storyboard artist, animator, and sound designer
- Jon Graves, narrator
My role was to set the creative direction, maintain brand consistency, and guide the team toward a unified vision — balancing creative freedom with the needs of a public, institutional brand.
Outcome
The final video delivered a warm, visually distinctive holiday message that felt aligned with San Diego International Airport’s identity while standing apart from typical seasonal campaigns.
The piece was used across digital and social channels, contributing to a more human, welcoming brand presence during a peak travel period — and reinforcing the airport’s commitment to thoughtful, experience-driven communication.
