LA PLAYA AWAITS | CREATIVE DIRECTOR
OVERVIEW
Corona owned the beach. Like, fully owned it. But that's exactly what was holding it back. One of the most recognized brands in the world and it only meant one thing, vacation. We wanted to keep that beach mindset but have it show up at the end of the earth.
HBO's The Last of Us gave us the opening. We built 'The Forgotten Beach,' a cinematic world where the spirit of the shore follows you even through the apocalypse, starring Gabriel Luna with easter eggs layered in for the real fans. We unlocked HBO's IP rights and went deep: the original score, premiere integration, a real-world fan stunt, talent social, retail, sweepstakes, the LA premiere after party. The whole thing lived across media, culture, and real life at the same time.
Even in a post-apocalyptic world overrun by zombies and parasitic fungus, La Playa Awaits.
63 million views. 175 million impressions. $1.1 million in earned media. 124K sweepstakes entries. 750+ at the premiere event. Purchase intent up 15 points. Favorability up 27.
CREATIVE DIRECTOR
Dylan Russell
AGENCY
Mediabrands Content Studio
GROUP CREATIVE DIRECTOR
James DeBarros
CONTENT DIRECTORS
Jessica Klein, Nicole Guadagno, Kendal Taylor
TALENT
Jennifer Vigdor
PRODUCTION
Caviar
DIRECTOR
Reynald Gresset
PRODUCER
Jude Vermeulen
DIRECTOR OF PHOTOGRAPHY
Khalid Mohtaseb
View the case study video HERE. Password available by request.
LA PLAYA AWAITS | WISH YOU WERE HERE
The spot aired right after Joel's death, one of the biggest moments of the season. Tommy finds a postcard that reads 'wish you were here,' a quiet nod to his brother. We got Gustavo Santaolalla, the series composer and two-time Oscar winner, to score the spot. For a second the apocalypse fades and the beach pulls him back.
LA PLAYA AWAITS | ANOTHER DAY IN PARADISE
The second spot brought us back to the abandoned beach. 'Life's a Beach' carved into the bar with the year the game was originally developed. The kind of detail only real fans would catch, and exactly the kind of thing that makes them screenshot it and post.
THE LAST OF US | EPISODE 3 INTEGRATION
SELECTED WORKS