The Ask

As the agency of record in 2018, we oversaw the brand development and execution across all outlets and media types, collaborating with a variety of agency partners along the way.

What we did

We revitalized the Santa Barbara identity by drawing on its rich heritage and the allure of its nickname, The American Riviera®, a term rekindled from its 1940s Hollywood golden era roots. This rebranding strategy aimed to reposition Santa Barbara as a luxury seaside destination.

We created a campaign that spanned across advertising, digital, print, radio, and augmented reality. We focused on showcasing The American Riviera®'s unique qualities through immersive experiences. A key highlight was blending OOH advertising with live social media content, displaying real-time user posts on digital billboards in key cities like Los Angeles.

Creative Director - Lorien Steele
Creative Lead (Sr. Art Director): Colin Ofloy
Producer: Kate Adolphson
Photographers: Jordan & Dani Lutes
Videographer: Michael Weybret