Discover L.A. That L.A. Feeling

Chapter 01, Chill

The Roosevelt Hotel pool with viral balloon artist @geronimo to float an installation embodying the city’s most coveted millennial ritual: poolside chill.

Los Angeles. A state of mind.

Not just a city, not a map. Los Angeles, it’s a mood. Every bit as special and unique as its iconic landmarks. Filmed with world-renowned director Floria Sigismondi, we created epic visual metaphors to capture the emotion of what epitomizes an L.A. moment, one that goes far beyond any checklist of attractions.

Launched with a Super Bowl spot, the campaign extended through Oscars season TV, a winter full New York subway takeover, and social + digital rollout, the campaign recast tourism as culture: mood over checklist, feeling over itinerary.

A woman relaxing on a golden swan-shaped float in a swimming pool surrounded by colorful balloons of various sizes. Large pink, blue, and orange balloons float above, and there is a balloon cascade along a wall. Palm trees and buildings are in the background. The scene is vibrant and whimsical, with sunlight and clear sky, and the image has a caption that reads 'Discover Los Angeles'.

Chapter 2, Electric

The Venice boardwalk at sunset with neon smoke clouds, street performers, skateboarders and cyclists ignited into a vibrant procession.

Chapter 3, Magic

Griffith Observatory at dusk transformed by a performance choreographed by internationally celebrated dancer Jodie Gates.

A woman relaxing on a gold inflatable swan float in a pool surrounded by pink, peach, and blue balloons, with tall palm trees and a high-rise building in the background, and the words 'Discover Los Angeles' at the bottom.
Newly arrived travelers walking in a busy subway station with an advertisement displaying a colorful pool scene for Los Angeles.
A man playing guitar and singing at Union Square subway station with colorful murals and palm trees on the walls.
Two people lounging on a large inflatable swan in a pool surrounded by colorful beach balls
People entering a subway station through turnstiles at a city transit entrance.
People walking through an underground passage with colorful Florida-themed advertisements on pillars.
Person taking a photo in front of a colorful mural in a subway station.
Woman taking a selfie in front of a colorful mural with balloons and abstract shapes in a subway station.
People riding bikes and jumping on the beach at sunset with a fog of colored smoke and a Ferris wheel in the background in Los Angeles for Discover L.A. campaign.
Nighttime view of the Los Angeles skyline from a rooftop with dancers rehearsing near the Griffith Observatory, with the text "Discover Los Angeles" and website URL.