In what began as a love letter to New Orleans from Audubon, To New Orleans, with Wonder evolved as something fantastically more — a celebration of eccentricities and misfits, the weird and wild, and everything you love about New Orleans all reflected in curious creatures you can only encounter at the Audubon Aquarium & Audubon Insectarium.

The creative strategy for the reopening of Audubon Aquarium & Audubon Insectarium felt more than just a splashy, wide-eyed announcement. Beyond the fanfare, I wanted to produce a culturally significant campaign that would create a sense of urgency among drive-market tourists while also giving locals something meaningful to rally around.