Discover Los Angeles launches new international ad campaign

In a break with the traditional tourism advertising formula, Discover Los Angeles – the official destination marketing organisation for LA – isn’t selling the city in its latest global brand campaign.

Instead, it’s selling the feeling of the city.

The new campaign, developed by award-winning Los Angeles shop, Mistress, and directed by the acclaimed Floria Sigismondi, features visual metaphors that evoke the emotion of an LA moment.