Living Seas marked the largest renovation in Birch Aquarium’s history — a complete transformation of over half the aquarium after more than 30 years. This reimagined exhibition immerses guests in the wonders of our ocean and coastline while highlighting Scripps Institution of Oceanography’s groundbreaking research.

Our campaign was designed to elevate Living Seas beyond an exhibition, creating a lasting impact that deepens ocean connections, celebrates conservation, and reinforces the institution’s role as a leader in marine science education.

Living Seas was a campaign that blended strategic leadership with creative exploration. As creative director, I initiated a structured process to align goals, spark ideas, and refine concepts — from immersive team brainstorms to off-site inspiration at Legoland Aquarium. Our work led to a unifying tagline and supporting creative system that shaped everything from signage and apparel to digital advertising. Along the way, I presented our process and outcomes to senior leadership, the Board of Directors, and the UC San Diego communications team, helping advance the campaign toward a successful launch.

Opportunities

1. Public demand for fresh, engaging content from our institution.

2. Expand our reach to new audiences who may not yet be familiar with our institution.

3. Align with Visit San Diego’s promotional efforts for broader reach.

4. People are seeking hopeful, science-backed information about ocean conservation.

5. Bridge the gap between research and public engagement.

6. Strengthen partnerships with campus activations, making it a destination.

Target Audiences

1. Tourists and local guests looking for fun, engaging, educational experiences.

2. Families and individuals interested in marine conservation and oceanography.

3. Diverse Affluent groups identified through Morey Research. 

4. Schools and educational groups seeking immersive learning opportunities.

5. Guests interested in sustainable tourism and environmental stewardship.

6. UC San Diego students, staff and faculty as well as public coming to campus for cultural events and activities

Creative

At the heart of our campaign was the idea: Connection to LIFE in Living Seas.

But what does connection — to the ocean, to its creatures — actually feel like? It’s wonderful. Bizarre. Colorful. Curious. Unusual. Weird. Little. Exciting. These words aren’t literal descriptions; they’re sparks of emotion, magnifying the unseen and inviting audiences to explore more deeply.

We realized that connection isn’t a single feeling — just as Living Seas itself isn’t a single experience. Our visuals needed to capture that complexity: playful yet profound, surprising yet familiar and always alive with curiosity.

Showcase Animals and Habitats

• Hero photography highlights unique forms, colors, and textures.

• Authentic connection to the aquarium experience.

Color and Vibrancy

• Animal textures informed palette and vibrancy.

• Visuals feel alive and rooted in real creatures.

Buzzwords for Connection

• Bold words (weird, wonder, curiosity) spark intrigue.

• Bridges science with audience interest.

DIGITAL ADS

For digital ads, I used tight crops and vivid details of our animals to capture attention quickly in scrolling environments. The photography brought instant visual intrigue, while bold campaign words like “curiosity” or “weird” reinforced the message in a matter of seconds. This format was all about immediacy—my images became the hook that stopped the scroll and invited viewers to explore more.

Banners

Our large-scale banners leaned on bold, graphic compositions with a single striking animal photo as the focal point. By simplifying the visual story, I created high-impact pieces that were legible at a distance but still rich in detail up close. The animals themselves carried the brand narrative, making the banners feel both educational and full of wonder. We launched the campaign with these three words, but have a system of over 15 various designs/animals deployed on the drive into the aquarium and throughout the village of La Jolla.

BILLBOARDS and Transit Shelters

For billboards and transit shelters, I designed with maximum clarity and punch. Using my most dynamic, high-contrast photographs paired with a single campaign word, the creative delivered instant recognition—whether spotted at 65 mph on the highway or while waiting at a bus stop. The bold imagery made Birch Aquarium’s animals the hero, ensuring the brand message was memorable in just a glance.

Leadership Feedback

GIVEAWAYS

To extend the campaign experience beyond our advertising, we created a suite of custom giveaways that tied directly to the theme of curiosity and discovery:

• Membership Pin – A wearable mark of belonging for members.

• Kids’ Magnifying Glass – Encouraging young guests to look closer and explore details.

• Black Light Flashlight – Unlocks hidden creatures within our new black light wallpaper, turning the space into an interactive discovery zone.

• Eco-Friendly Tote – A reusable, sustainable takeaway reinforcing our conservation values.

• Custom Notepad – Featuring the “Curiosity Comes to Life” tagline and campaign imagery.

• Sugar Cane Water Bottle – A functional, sustainable gift for our construction team.

• Glass Beer Cup – A keepsake item for staff, celebrating their role in the campaign’s success.

• Custom Holographic Media Badges – Designed to stand out and elevate press access.

• Stickers & Temporary Tattoos – Playful, low-cost touchpoints for kids and families.

• Black Light T-Shirt (Staff) – A glowing, interactive uniform that reinforced the exhibit’s immersive experience.

These items weren’t just souvenirs—they became tools for interaction, brand connection, and storytelling, each chosen to reflect the Living Seas themes of color, curiosity, and hidden wonders.

Construction timelapse

Over nine months, we documented the Living Seas transformation with 10 time-lapse cameras and filmed key installations—capturing the behind-the-scenes story of the exhibit coming to life. We shared this monthly on social media and on the screen in our galleria, so that our guests were aware of all the work that was happening behind the scenes.

OPENING DAY

Instead of a traditional ribbon cutting, we hosted a kelp-cutting ceremony using real kelp from our own kelp forest. Immediately after, the kelp was fed to other animals in the aquarium—turning the moment into both a celebration and an act of nourishment. This unique choice reflected our commitment to conservation and sustainability, reinforcing the idea that every element of the Living Seas experience connects back to the ocean itself.