Heal the Bay


Buy the Bay

Saving the beach by selling it, one intangible experience at a time.

· Role: Art Director & designer
· Team One Los Angeles, 2011


Angelenos are spoiled and they don't even know it. Being able to enjoy the Pacific Ocean is special – and easily taken for granted.

Buy the Bay was a collaborative project that turned intangible Southern California beach experiences into a line of limited-edition products. The idea was to remind Angelenos of all the things they loved about the ocean and at the same time give people a way to support Heal the Bay's work to preserve those experiences.

We worked with local L.A. artists to create limited-edition pieces like the Perfect Wave (a bottle filled with water taken from famous Southern California surf spots), All the Time in the World (an hourglass completely packed with sand), The World's Tallest Sandcastle Starter Kit (a giant shovel), and Sound of the Sea (a hand-blown glass conch shell you can hold up to your ear).


↓ Everything was available to be purchased for a minimum donation on buythebay.org. The site served as a storefront and a social hub — showcasing photos, video and underlining the ultimate cause.


↓  The local community got involved. Doc Lausch helped us bottle Huntington Beach's perfect wave. Liz Marks helped us blow glass seashells. A Fine Frenzy played our event. Chef Rafael Lunetta shared a famous recipe and helped us jar his favorite sea salt.

↓  We even managed to get some good-looking celebrity friends to help us make an infomercial. 

↓  Watch a short case study video here.



Copywriter: Josh Paialii
Photographer: Neph Trejo
Creative Director: Phil Glist