Every would-be tourist already knows that Cali owns all the killer scenery, most of the best restaurants, nearly all the superb wine and the best nightlife. That's not actually why they spend their vacation time here in our Golden State. They want the lifetyle, the mindset, the atmosphere, the attitude about pleasure. People want to be here because this is the one place where the priorities are right: play first, work second. That's what informed and inspired this campaign.
Scope of work: concept, scripts, creative and music direction.