Alongside the incredible team at Stink Studios - we crafted a campaign to launch the brand of the LA28 Olympic and Paralympic Games. We led brand and content strategy efforts, created brand launch visual guidelines, shot 23 mini-docs, delivered a library of brand photography, and produced a heroic anthem film.

The anthem film was shot over three days in Los Angeles and directed by Stink Films' Eliot Rausch. We worked with real Angeleno athletes, artists and community members, from east to west side, taking the viewer on a ride through the real LA.

“In my neighborhood,
we are all citizens of the world:
strangers, together.”

JONATHAN GOLD, “JOYS IN THE HOOD” (1992)

 

I directed 23 'A' Creator mini-docs that take us inside the experiences of athletes, artists, and change-makers who contributed to the dynamic LA28 logo. Each has imbued their logo with a unique ‘A’ - the essence of what the city represents to them, and what they hope for LA's future.

It’s genuinely hard to quantify the sheer impact this project had on me. I got to see more sides of the city I love than most people do in their entire lifetime. It was incredible to meet such influential people and see their homes, their neighborhoods, their perspectives… but what added to this joy were the people we weren’t supposed to meet: The gentleman in the back alley behind Chantel’s boxing gym who is a community leader getting kids out of gangs and into baseball teams — Irene, 90, a German immigrant who’s lived her entire life in Silver Lake — Lakers fans on their way to pay respects at Kobe’s memorial — fruit stand owners, restauranteurs, artists, the list is endless.

The magnitude of this project is hard to capture in the final deliverables. As you can imagine, there are so many incredible moments left on the cutting room floor. We filmed over 200 people, speaking dozens of languages, from hundreds of countries, in over 25 days of shooting. We lived out of a van for a month, traveling across the 4,700 mi2 that is Los Angeles county. To even get this material this condensed took a lot of extremely hard work, and many late nights.