For the Love of LA

01 / Challenge

This project came out of a conversation with Greg Caruso, Rick's son. We wanted to present mayoral candidate Rick Caruso in a different light during the final month of the 2022 Los Angeles Mayoral Election. We wanted to create a new commercial as a final push in Caruso's campaign.

02 / Goal

We wanted to collaborate and show a different side of Rick Caruso that lets his genuine personality shine through effortlessly.

03 / Solution

We started with home videos from the 90s and it was a perfect fit, seeing him through their family camcorder as a dad was the path we then decided to take. Greg wrote and narrated a script he had written for this video, and we matched it to an uplifting musical score that seemed to convey a sense of hopefulness for the city of Los Angeles. ‍ ‍