that L.A. feeling
DISCOVER LOS ANGELES
role — Creative; concept
GLOBAL TOURISM CAMPAIGN
Los Angeles is not just a city, it’s a mood every bit as special and unique as the city’s physical attractions. Rather than the traditional tourism checklist, we created and filmed epic visual metaphors that captured the emotion of what epitomizes an L.A. moment.
Shot at the iconic Roosevelt Hotel, we collaborated with viral beloved balloon artist @geronimo to recreate the feeling of one of L.A.’s most quintessential and coveted millennial L.A. poolside experience; chill.
Electric… that’s the feeling when the sunset ignites the Venice boardwalk.
We used a cloud of neon smoke and a swarm of street performers,
skateboarders, and cyclists to capture this vibrant energy.
The campaign launched during the Super Bowl with a 60-second brand film
that illustrated the magic of a Griffith Observatory visit at dusk with a performance
choreographed by international artist Jodie Gates.
