You won’t need any tissues, but you may have a hard time wiping that little smile off your face (and shake off that desire to fly to L.A.) when you watch Discover Los Angeles’ newest video campaign.
Released this week, the first two clips are short and have absolutely no dialogue, but they’re perfect because they use visual metaphors to evoke an emotion of an L.A. moment.
It’s the first time the tourism organisation has focused on eliciting feelings among potential visitors without selling the city.
Created by Los Angeles shop Mistress and directed by Floria Sigismondi the first clip features a dance troupe from the University of Southern California’s Glorya Kaufman School of Dance performing against the backdrop of a twinkling, dusky Downtown skyline view from Griffith Observatory, bringing to life the feeling of experiencing L.A.’s sweeping vistas.
The one-minute clip is not only magical, but it’s also somewhat reminiscent of the seven-time Golden Globe winning musical La La Land, which also employed music, dancing and imagination to sell romance in Los Angeles.
Discover Los Angeles’ Chief Marketing Officer Don Skeoch, said the idea for the campaign came after focus groups in nine key global markets found “the feel of Los Angeles has an inexorable pull on visitors”.
“We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”
Don Skeoch, Discover Los Angeles Chief Marketing Officer
The campaign is currently running in the United States and will launch in Mexico and the UK later this month. Australia will be privy to all them Los Angeles feels later in 2017 along with China and Canada.
Check out the first clip below: