LA Original

LA Original

LA ORIGINAL SUPPORT LOCAL CREATIVITY At 72and Sunny collaborated with Mayor Garcetti and The Mayor's Fund for Los Angeles to stake LA’s claim as the world’s creative capital. Together we designed a logo and program that celebrates our city’s dynamic creators, brands and manufacturers, while raising money to support creative entrepreneurs in underserved communities.

Minimalist beige bucket hat made of soft fabric, placed on a neutral surface with subtle shadow patterns
Minimalist beige bucket hat made of soft fabric, placed on a neutral surface with subtle shadow patterns
Minimalist beige bucket hat made of soft fabric, placed on a neutral surface with subtle shadow patterns
Close-up portrait of a woman with flawless skin wearing a wide-brimmed beige hat, her face softly framed by delicate shadows.
Close-up portrait of a woman with flawless skin wearing a wide-brimmed beige hat, her face softly framed by delicate shadows.
Close-up portrait of a woman with flawless skin wearing a wide-brimmed beige hat, her face softly framed by delicate shadows.

Process

As someone who grew up in Los Angeles, it was a true honor to lead the production of the LA Originals key film. Our goal was to celebrate the artistry, icons, and cultural landmarks that define the spirit of LA—all through the lens of the new city logo. With unprecedented access to the city during filming, we were able to capture its energy and essence in a way that felt both authentic and cinematic.

Service

Creative Director

Outcome

Well, we did get one of LA's greatest music artist to let us use his track so that inspired one incredible hype film!

More Content