Discover L.A. says #everyoneiswelcome in new campaign via LA-based Aussie shop Mistress

Screen Shot 2017-04-19 at 8.39.04 am.jpgDiscover Los Angeles has launched #Everyoneiswelcome, the first major project completely conceived and created by Discover Los Angeles' in-house creative agency while Mistress' production arm, Bastard, produced the spot.

Diversity and inclusivity have always been cornerstones of Los Angeles culture - people from 140 countries who speak over 224 different languages currently call L.A. home, and it is one of only two U.S. cities without a majority population - and this community has consistently rolled out the red carpet for visitors from across the globe. There has never been a more critical time to reinforce these points than now.

Screen Shot 2017-04-19 at 8.38.07 am.jpgThe #everyoneiswelcome campaign underscores these values. The campaign has launched with an inspiring video, the first film piece created by Discover L.A's in-house creative team and produced by Mistress.

The new video, released on Discover Los Angeles' social channels, is a visual metaphor of paper planes, embodying patterns emblematic of countries around the world, "fly" into Los Angeles.

The film is set to the soundtrack of Los Angeles-local Father John Misty's song, "Real Love Baby," the film takes viewers on a journey through the streets and shores of Los Angeles including 16 locations.

The video includes cameos of Layla Shaikely, creator of the #mipsterz (Muslim hipsters) trend, famed street art by Shepard Fairey (artist who created the iconic Obama 'Change' poster), Madonna's choreographer Megan Lawson and her partner dancer, Jo'Artis Ratti (Big Mijo co-founder of Krump dance) and everyday Angelenos who were plucked off the streets of L.A., in real-time.

Says Ernest Wooden Jr., president and CEO, Discover Los Angeles: "Diversity and inclusivity have always been cornerstones of Los Angeles culture, but there has never been a more crucial time to reinforce these points. As one of the planet's most diverse metro areas with residents hailing from 140 countries who speak more than 224 different languages, Los Angeles is uniquely poised to launch such a campaign."
Last year, Los Angeles welcomed 47.3 million visitors in a sixth consecutive year of record-breaking tourism. Los Angeles welcomed 430,000 Aussies in 2016, becoming the second overseas market following China.

Client: Discover Los Angeles
Agency: Discover Los Angeles, In House Creative
Group Creative Director: Jeremy Bacharach
Production Company: Bastard
Director: Isaac Ravishankara
Head Of Production: David Horowitz
Executive Producer: Trevor Paperny
Director Of Photography: Sing Howe Yam

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