The California Dream Is Alive In Santa Cruz
Santa Cruz Beach Boardwalk
Client
Santa Cruz Beach Boardwalk
The Team
ECD: Brian Scheyer
Concept Development:
Brian Scheyer
Art Direction:
Brian Scheyer
Copywriter:
Brian Scheyer
The Challenge
Remind returning visitors why they fell in love with the Santa Cruz Beach Boardwalk, and show first-timers why they will.
The Creative
Set against one of California’s most iconic backdrops, the Santa Cruz Beach Boardwalk isn’t just a destination, it’s a feeling people return to year after year.
With generations of loyal visitors and a reputation that precedes it, the Boardwalk needed a campaign that reignites that original spark while inviting a new audience to discover it for the first time. The challenge wasn’t just to showcase the rides, the food, the events, or the oceanfront energy, it was to make it all feel fresh again.
The story needed to stretch beyond the Boardwalk itself, seamlessly bringing their extended experience into the fold, from their hotels to their sailing charters, turning a day trip into something bigger, more immersive, and worth staying for.
We spotlighted boldly styled thrill-seekers, capturing the exact emotional moment of their experience, each one paired with a specific ride, treat, or event. The result: a flexible system that brings every audience and every offering to life.
More rides. More food. More emotion. More moments that make you feel alive again. The Santa Cruz Beach Boardwalk isn’t just something to do. It’s something you don’t want to miss.
