Los Angeles. A city not only defined by but lauded for intersectionality. Where immigrants, artists, innovators, sun-seekers, eaters, doers, educators, icons, and any/everyone can build new foundations, pick up where history left off, or redefine everything. 

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Using Forever 21's birthplace of Los Angeles as our muse, we set the tone for their first-ever brand campaign by emphasizing the cultures of four distinct parts of the city—DTLA (including K-Town and East LA), Hollywood, Venice, and Malibu—and by giving content creators from each area a platform to express their location-inspired sense of style and identity. ​The campaign and brand film serves as a love letter to LA and celebrates the energy of the city and the people who give it its vibrant pulse.

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​I developed the campaign tone of voice, copy, and created the regional icons.

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Agency: The Salon, Campbell Ewald

Client: Forever 21

Role: Art Director, Copywriter