LA Bowl: As LA As It Gets
Creative Advertising + Campaign Development + Storytelling
Fall 2024
As LA As It Gets is a speculative advertising campaign concept developed for the LA Bowl, exploring how the event could connect with audiences through the culture, neighborhoods, and everyday experiences that define Los Angeles.
The campaign features three commercial concepts that bring the LA Bowl into recognizable LA moments through unexpected, playful storytelling.
Position the LA Bowl as more than a college football game by creating a campaign that captures the attention of Los Angeles residents, including audiences who may not traditionally follow college football.
The Challenge
Los Angeles is a city filled with entertainment, sports, and cultural experiences. In such a competitive environment, promoting another sporting event requires more than highlighting the game itself.
The opportunity was to make the LA Bowl feel like an authentic part of the city rather than just another event taking place in it.
The Problem
Los Angeles has an identity unlike any other city. From its iconic landmarks to its street food and car culture, the everyday experiences that define LA are just as recognizable as its biggest attractions.
The Insight
What if we used those familiar moments to introduce the LA Bowl?
The Strategy
The campaign uses recognizable Los Angeles experiences to create unexpected connections to the LA Bowl. Rather than relying on traditional football imagery, each commercial begins with a distinctly LA moment before revealing the event through a playful visual twist.
By placing the LA Bowl within the city's culture, the campaign aims to build familiarity, generate interest, and connect with audiences beyond traditional football fans.
Make the LA Bowl feel as LA as the city itself.
For our out-of-home campaign, we selected three distinctly Los Angeles visuals: the Flower District, lowrider culture, and Randy's Donuts. Each represents a different part of the city's identity, from its vibrant local communities to its cultural traditions and iconic landmarks. By incorporating these recognizable elements, we aimed to make the LA Bowl feel like more than a football game, positioning it as an experience that celebrates Los Angeles itself.
Creative Execution: Out of Home Ads
Randy’s Donuts
The Flower District
