California Dream Eater

The Client: Visit California
The Project: California Dream Eater Content + Advertising + PR Program
The Agency: MeringCarson
My Role: Creative lead: concepting + research + interviews + talent management + on-set creative direction + production + everything else that needed to get done.
The Backstory: Visit California had a problem. They had recently launched a new culinary content series featuring a bearded, bow-tied host, and it was performing horribly. I convinced my creative director to entrust it to me and over the next 3+ years and 80+ episodes, I tweaked and twisted and transformed this silly culinary series into Visit California’s most successful social-based content campaign to date. Highlights include: an ambitious musical episode, fire-recovery crisis relief efforts, and more incredible meals than I can even count.

This project became my bread and butter (pun always intended). My role in this series spanned many skillsets— I conducted extensive research on food trends, selected destinations in all 12 regions of the state, interviewed chefs, coached talent, wrote every single script, creative directed the video production both on-set and in the editing studio, and compiled years worth of source footage into concise social-first video content that won awards, drove record-breaking view-rates, and cultivated a social community of 44k+ followers.

Working on this campaign surfaced a secret skill of mine that has become a hallmark of my career. Ask me about it, but be warned, I could talk about it all. day. long.

Branded Video Content

Long-Form Fire Recovery Travelogue Episodes

To encourage the return of tourism to wine country after the devastating wildfires, California Dream Eater took an epic road trip to live your wine country dreams, for you.

Lake Tahoe to Sacramento

Ventura and Santa Barbara are open for business, so California Dream Eater took an epic road trip to snack, sip and support the community.

60 Second City Guides: Social-Forward Cutdowns

From amazing pancakes to all the tacos to truly artistic sushi, California Dream Eater finds three must-try dream eats in Santa Barbara.

Uploaded by Visit California on 2018-11-02.

California Dream Eater takes a tasty trip around Lake Tahoe to find the most locally beloved deli in town, the berry best breakfast in Tahoe City, and a classic winter meal at Truckee's liveliest bistro.

Listicle Compilations: Social-forward listicle edits using footage from all shoots

California Dream Eater took a tasty trip to find three fabulous Farm2Fork feasts at Magpie Café in Sacramento, Café Beaujolais in Mendocino and Mustard's Grill in Napa Valley.

California Dream Eater took a tasty trip to find three fabulously fancy eats at Vaca in Costa Mesa, Shadowbrook in Capitola and Yoichi's in Santa Barbara.

California Dream Eater took a tasty trip to find three comforting dream eats at The Attic in Long Beach, Bacon & Butter in Sacramento and Addendum in the Napa Valley.

California Dream Eater took a tasty trip along the coast to find three dreamy beach eats at Splash Cafe in Pismo Beach, Hog Island Oyster in Marshall and Sancho's Tacos in Huntington Beach.

California Dream Eater took a tasty trip to find three delicious dream eats with a side of history at The Iron Door Saloon in Groveland, the Anaheim Packing House in Anaheim and the Majestic Yosemite Hotel in Yosemite National Park.

Single Episode Cutdowns: Social-forward cutdowns of single restaurant episodes

California Dream Eater's beer-loving fans sent him to Russian River Brewing Company to sample a craft beer or thirty.

California Dream Eater lets chefs Kathy and Peter Fang decide what he should eat at Chinatown's legendary House of Nanking.

Watch California Dream Eater take a quick trip to heaven as he sips and samples the beer-infused snacks at the original Sierra Nevada Brewery in Chico, California.

California Dream Eater feasts his eyes on a stunning four-course Kaiseki dining experience courtesy of Chef Yoichi.

Single-Restaurant Episodes

California Dream Eater escargots to the Parker Hotel to dine in the dark at the funkiest, most fabulous restaurant in Palm Springs.

California Dream Eater meets Chef Helene An and enjoys her iconic garlic noodles and whole-roasted Dungeness crab at Crustacean in San Francisco, California.

Sidecar in San Luis Obispo

California Dream Eater becomes an eggspert after visiting Eggslut in downtown LA.

Eureka! During a visit to the oldest saloon in the golden state, California Dream Eater gets a taste of wilder times (and a bison burger).

This sandwich is a bigger star than the celebs! Watch California Dream Eater try the legendary Godmother sando at Bay Cities Deli in Santa Monica.

The best way to get your apple-a-day! Watch California Dream Eater sample everything from dumplings to donuts at the Red Apple, and live appley ever after.

California Dream Eater searches for Anaheim's secretive speakeasy, Blind Rabbit, and is blown away by the cocktails he finds inside. Intrigued by the speakeasy vibe? California offers plenty of secret bars, including some originals that are still in operation. In this lively, culinary-focused state, you'll never run short of splurge-worthy dining and nightlife options.

California Dream Eater goes behind the scenes of the Napa Valley's renowned Culinary Institute of America in St. Helena to taste the scrumptious student-made masterpieces.

California Dream Eater heads to Vaca in Costa Mesa where former Top Chef finalist Amar Santana introduces him to the restaurant's signature ribeye (warning: steak puns ahead).

Moss Landing's Phil DiGirolamo teaches California Dream Eater the secret behind his celebrated central coast cioppino.

California Dream Eater goes on the most delicious cheese tasting flight of his life and trades cheesy jokes with Cowgirl Creamery's artisan cheesemongers in Point Reyes Station, California.

California Dream Eater stops at Costa Mesa's fabulous French bakery school, ST Pâtisserie Chocolat, for a delicious one-day macaron class from renowned pastry chef Stéphane Tréand. Sample more from Orange County's foodie scene at Top Chef alum Brian Huskey's Tackle Box in Corona del Mar or in Anaheim's Little Arabia and Little Saigon.

California Dream Eater follows produce from the farmers' market straight to his dinner plate at Clovis' Trelio in the heart of the Central Valley. A visit to California's most bountiful region should include stopping at farm stands to try delicious produce, finding hidden gems like Yolo County, and exploring diverse cities like Fresno and Bakersfield.

While on the hunt for the best beach breakfast in Santa Barbara, California Dream Eater discovers the delicious cure for food coma.

The Golden State's obsession with well-crafted coffee inspires the California Dream Eater to find the coolest cup of joe in West Hollywood at Alfred in the Alley. Insider tip: Order the secret menu item-a waffle cone lined with chocolate and filled with espresso or a macchiato.

California Dream Eater heads just north of San Francisco to soak up the good vibes and house-made hot-sauce at local hot spot Sol Food in San Rafael, California.

California Dream Eater goes behind the scenes to discover the secret to Galaxy Taco's heavenly house-made tortillas.

Chef Tanya Holland inducts California Dream Eater into the chicken and waffles fan club at Brown Sugar Kitchen in Oakland, California.

West coast seafood + East coast recipes = a feast fit for a king. Watch California Dream Eater meet Chef Michael Cimarusti at his gourmet seafood shack.

Sancho's Tacos serves California Dream Eater a burrito full of tasty secrets.

California Dream Eater ventures into citrus country to try Strathmore's legendary local ice cream.

The Napa Valley has changed a lot over the past three decades, but the sweet and tangy Mongolian pork chop at Mustard's Grill hasn't. California Dream Eater talks chop with Napa legend Cindy Pawlcyn to learn the backstory behind this legendary dish.

California Dream Eater took advice from the internet to find the dreamiest, creamiest ice cream in the Central Valley.

Zachary's Chicago Pizza in Oakland shows Dream Eater how California takes deep dish pies to new depths of deliciousness.

California Dream Eater heads to Temecula Valley, where he puts the country in wine country and goes a little nutty for Wilson Creek's Almond Sparkling wine.

Donut Bar Chef Santiago introduces California Dream Eater to the delicious world of sophisticated donuts.

Sushi or crêpes? Tacos or cakes? California Dream Eater hits the high notes as he explores the Anaheim Packing District foodie mecca. Along with the always-popular Disneyland Resort, Orange County boasts a diverse collection of towns, from the artsy Santa Ana to the ritzy whale-watching hub Dana Point and surfing haven Huntington Beach (aka Surf City, USA).

California Dream Eater is tickled pink to try the decadent champagne cake at the magnificent Madonna Inn in San Luis Obispo.

The only thing California Dream Eater loves more than mac'n'cheese is mac'n'cheese topped with crushed flaming hot Cheetos.

While touring the Napa Valley, California Dream Eater and his four-legged friend stop to try the burgers, fries and local vino at Gott's Roadside in St. Helena, California.

California Dream Eater's tasty travels take him to North Oakland to slurp some of Ramen Shop's California-centric ramen made with fresh ingredients from the local farmer's market.

California Dream Eater heads to Santa Monica for soak up some sun and try Sweetfin's poké, one of the latest food trends to dominate the Golden State.

California Dream Eater takes a trip to Marshall, California to learn to shuck and get a behind-the-scenes look at how to sustainably farm oysters in the cool, clear waters of the Tomales Bay.

Creamy clam chowder + Buttered bread bowl + Pismo Beach = A very happy California Dream Eater

California Dream Eater chows down on Guisados' chorizo quesadilla and creamy coffee-laced horchata.