In a vibrant celebration of California’s boundless energy and sense of adventure, Visit California’s latest campaign, “Let’s Play,” captures the essence of the Golden State’s allure. Spearheaded by Union’s Jono Griffith, the 60-second spot takes viewers on a whirlwind journey across iconic California landmarks, inviting them to experience the ultimate playground.
Crafted in collaboration with The Shipyard and directed by Zach Math of Caviar, the commercial masterfully blends stunning visuals with an infectious soundtrack, creating an irresistible invitation to indulge in California’s offerings. Edited by Union’s Jono Griffith, the spot seamlessly weaves together scenes of the state’s diverse landscapes, from the bustling streets of San Francisco to the serene shores of Southern California.
At the heart of the advertisement is a bouncing beach ball, serving as a playful symbol of California’s perpetual motion and vibrant spirit. From the iconic trolleys of San Francisco to the majestic sequoia trees of the Sierra Nevada, the beach ball embarks on a lively journey, buoyed by the enthusiasm of locals and visitors alike. Watch below:
REELated:
Griffith, reflecting on his involvement in the project, expresses admiration for the campaign’s strength, simplicity, and sheer enjoyment. “Visit California was such a great job,” remarks Griffith. “The idea was strong, simple, and a lot of fun. Everyone involved nailed it, and to be able to use such an icon of a song was a joy. I’m very proud of how it makes everyone smile.”
The campaign extends beyond traditional television advertising, encompassing a multi-platform approach that spans linear TV, connected TV, streaming platforms, digital media, podcasts, social media, and out-of-home advertising.
With placements reaching audiences across the United States, Canada, Mexico, the United Kingdom, Australia, and China, “Let’s Play” promises to inspire wanderlust and beckon travelers to explore California’s wonders.
As the beach ball continues to soar across California’s landscape, guided by Griffith’s expert editing, Visit California’s “Let’s Play” campaign serves as a captivating ode to the state’s limitless possibilities. Whether trekking through towering redwoods or basking in the sun-kissed beaches of the Pacific Coast, the invitation remains clear: Let’s play in California.
CREDITS:
BRAND: California Tourism
AGENCY: The Shipyard
- VP of Production: Liz Ross
- ECD: Kerry Krasts
- CD: John Risser
- ACD/Art Director: Kevin Lukens
- Sr. Copywriter: Melissa Thomas
- Jr. Producer: Brit Bartle
PRODUCTION COMPANY: Caviar
- Director: Zach Math
- EP: Josh Morse
- Producer: Michele Abbott
EDIT: Union Editorial
- Editor: Jono Griffith
- Assistant Editor: Brian Leong
- President/Managing Partner: Michael Raimondi
- Executive Producer: Joe Ross
- Head of Production: Dani DuHadway Spagnoli
VFX: Parliament
- VFX Supervisor: Philip Ineno
- Executive Producer: Kat Maidment
COLOR: Company 3
- Colorist: Stefan Sonnenfeld
- Head of Production: Blake Rice
MIX: Hunter
Mixer: Milos Zivkovic
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