KB Home

Sincerely, LA

Art Direction & Design

CHALLENGE

Los Angeles has a perception problem amongst Gen Z: it’s known as a superficial city.

INSIGHT

Gen Z have found their communities, but can’t access them in their own homes.

APPROACH

We’re inviting people to experience the most authentic version of Los Angeles.
A city built on the close bonds and communities that make up the city’s diverse fabric of subcultures.

A city that welcomes all who are looking for a place to call home.

Sincerely,
LA

GET
Gen Z outsiders who only know the clichés of LA

TO
See Los Angeles through the eyes of the people who live it, love it and call it HOME

BY
Presenting the unique sense of community and accessibility to subcultures and niches found in LA.

Sincerely, LA

Outdoor campaign highlighting the shared subcultures of Los Angeles has with other cities.

We’ll transform the OOH campaign into geo-targeted ads on social media platforms.

Los Angeles Decoded

Collaborate with street artist Invader to create QR code mosaics scattered around various cities that link to the campaign microsite.

Microsite

QR code redirects to a gamified site with pop quizzes on Los Angeles history, little-known facts, and culture touchpoints that go against current cliches and perceptions.

Created for The One Club For Creativity x Team One – Creative Boot Camp 2025