You might say this spot is a love letter to California for those who love adventure. As an adventure enthusiast, climbing and surfing regularly, I know there’s no place like California with its natural beauty and diverse terrain.
I set out to create a spot that embodied the routine and ritual of each of the activities featured in the project. The morning drives to your surf spot, or waking up in your tent and gearing up for a day of climbing. There’s so much beauty in those simple moments.
Using a short excerpt from Alan Watts’ “The Nature of Consciousness”, his voice carries you through dreaming of your ideal life, set against stunning images of climbing in Joshua Tree, surfing Leo Carillo, mountain biking Santa Cruz and Muir Woods, and snowboarding Mammoth Mountain’s backside.
The Spot
How I see “This is California” and where it could fit.
California’s nature, road trips, adventure, national parks, and amazing destinations are some of the things that make California what it is. “Let’s Play” and “The Ultimate Playground” are great campaigns. Adventure seekers love to play while logging endless miles traveling the state to take advantage of the playground in their backyard, taking them through some unbelievably beautiful parts of California.
“This is your playground. This is California.” fits right in with the campaign while focusing on bold adventure. It hits that emotional and sometimes intangible element of the profound joy of adventure.
Frames
Making “This is California”
It took a year to get the project in the can. Mother nature wasn’t always on our side and we monitored weather for windows to shoot each section. We persisted and I’m really happy with what we pulled off.
