Visit California: What If

2020 brought the California tourism industry its greatest challenge to date. We couldn’t encourage travel to our incredible state. So instead, our community came together time and again to share our collective knowledge, assets, and resilient spirit – all in the name of keeping the dream alive. And as we looked to 2021, we knew it would be more important than ever to support our industry’s recovery.

But how could our industry accomplish that in the middle of a pandemic? How could we efficiently shoot a new brand commercial that has historically required statewide travel and covered a 3-week timeframe? And how could this happen given all the restrictions in place?

Instead of asking WTF?! We asked, “What if?”

Client: Visit California
Agency: Mering
Creative Team: Brian McIntyre | Daniela Ponce
ECD: Kerry Krast
CCO: Mark Taylor