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Floria Sigismondi Evokes Unique Vibe of L.A. in New Tourism Campaign

Acclaimed music video and feature film director Floria Sigismondi (The Runaways) directs a new campaign for Discover Los Angeles, with spots that premiered during last night’s Super Bowl.

The dreamy new campaign is designed to evoke the vibe of L.A. as opposed to being a straightforward sell on L.A.’s sights and activities.

“Following in-depth focus groups in nine of our key global markets, one point became clear: the feel of Los Angeles has an inexorable pull on visitors. They are of course interested in all of the things they can do in L.A., but first and foremost, to them, L.A. is about an ethos and a lifestyle,” said Don Skeoch, chief marketing officer for Discover Los Angeles to Adland. “We wanted to convey the experience of getting into the L.A. frame of mind and invite viewers to feel the palpable energy of the city.”

Watch the spots below and read more here.