Serving Summer
21SEEDS x THE OC
Creative Director
I led cross-agency creative from pitch through production. I directed experiential creative and supported on talent strategy.
☞ 2025 Shorty Awards: Gold (Wine, Beer & Spirits)
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CHALLENGE:
21Seeds wanted to celebrate The O.C.'s 21st birthday. We needed to turn a party for a 21-year-old show into a cultural moment, blending early-2000s nostalgia with 21Seeds's ethos of hosting.
INSIGHT:
The details fans remember aren't the big plot points. They're the napkins, the kitchen, the chair at the bottom of the pool. Nostalgia lives in the small stuff.
IDEA:
We resurrected The Bait Shop, The O.C.'s iconic music venue, and brought Phantom Planet in for a surprise performance of "California" at the height of the evening.
We wove details from the show throughout the space: notes and photos in the kitchen, just like at the Cohens'. Napkins printed with Summer Roberts' best lines. A chair submerged at the bottom of the pool, a subtle nod to Marissa's famous blow-up.
The drinks went full early-2000s, with 21Seeds cocktails served in Capri Sun pouches and a playful birthday cake celebrating both 21Seeds and 21 years of The O.C.
207 attendees driving 3.47 billion impressions. Some parties just hit different.
RESULTS:3.47 Billion+ Earned Media Impressions
30M+ Social impressions
1,116 Cocktails served
207 Total attendees
