C'est So Paris

For the Paris Île-de-France Tourism Board, the challenge was to promote Paris to English-speaking audiences in a way that felt fresh and culturally engaging, beyond postcard clichés. The strategy was to use humor and language as a bridge between cultures. Built around the idea that French expressions are part of Parisian identity, the campaign introduced well-known phrases through a series of short films following a French couple in everyday situations. Each episode aligned with cultural moments such as the Rugby World Cup, Valentine's Day and La Fête de la Musique, ensuring contextual relevance and shareability. The tone balanced charm and self-awareness, presenting Paris as both iconic and playful. Designed as a digital-first activation, the campaign aimed to generate organic reach and conversation. As Art Director & Copywriter, I developed the scripts and shaped the visual direction to ensure a coherent and culturally resonant platform. The campaign received a Top Com Silver award and a Hit Wop CB News recognition.