Get Lost in L.A.
An endless sprawl — of unique experiences
Los Angeles is a city of endless change. So, L.A. Tourism wanted to create a new campaign that went after Millennials, who have been key in the transformation of the city. The question was: how do you redefine a place that holds such a key place in the American imagination — and not all of it good?
We decided to turn away from clichés, and focus on experience. After all, L.A. is much more than the Hollywood sign and movie studios. By treating every piece of creative — T.V., O.O.H., digital, and radio — as an opportunity for viewers to lose themselves in a story, we transformed the sprawl of the city into a playground of endless possibilities.
As a result, a record 47.3 million people visited Los Angeles, including more than a million Chinese tourists, due in no small part to the success of the domestic and international campaign.
Agency Remo+Oob, Ltd., Los Angeles & New York
Client L.A. Tourism & Convention Board
Role Concept Development, Creative Direction, Art Direction, Design
