Visit California: Up All Night Campaign

Up All Night is a campaign that reimagines California after dark. In collaboration with Visit California and Matador Network, the series showcases a side of the state that pulses with creativity, connection, and energy long after the sun sets. From neon-lit boulevards to desert stargazing, the campaign positions California as a destination alive 24/7.

Visit California challenged us to highlight the magic of the state beyond its golden-hour reputation. The goal: to inspire travelers to discover California’s nighttime experiences — nightlife, culture, and adventure — through bold, cinematic storytelling designed for social-first audiences.

Our team developed a visual system that captured the rhythm of California at night. My role was to design and animate the motion graphics package — from neon-inspired title treatments to transitions and social overlays — giving the series its distinctive, electric feel. Every asset was optimized for multi-platform delivery, ensuring the campaign felt seamless whether on Instagram, YouTube, or branded content hubs.

By leaning into movement, light, and contrast, Up All Night presented California as both timeless and modern. The creative pushed Visit California’s brand into new territory, framing the state as a destination for spontaneity, nightlife, and after-hours adventure — not just daytime exploration.

The series generated strong engagement across Matador Network and Visit California’s channels, driving awareness among millennial and Gen Z audiences producing nearly 3 million views and contract renewal. Beyond impressions, the campaign successfully expanded the narrative of California travel — showing that the best stories don’t always end at sunset.