Visit California's "Childhood Rules"


Lynne Collins
Thursday, Mar. 16, 2023


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Following the iconic creative work taking viewers on a soaring joyride through California during last year’s Super Bowl pre-game show, The Shipyard announces the debut of its latest thrilling adventure for Visit California

Entitled ‘Childhood Rules,’ the new integrated work shows how California is a place that thrills kids and brings out the kid in adults, too. With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums, museums, and even family-friendly wineries, California is THE perfect family destination, with plenty for the kids to do, but also a place where parents can have fun on vacation as well.

Shot by Director Ben Quinn, the campaign shows kids living out their collective childhood dreams with joyful abandon, and seemingly unsupervised. The turn of the spot reveals that their parents were out having just as much fun. Along with the :30 second spot are a series of :06s that play off the rules of childhood like, “bedtime is merely a suggestion,” and depicts moms, dads and kids running enjoying some after-dark attractions. And “parents make the best napkins,” showing a charming, but sticky situation.


Client: Visit California
Chief Executive Officer – Caroline Beteta, Chief of Marketing -  Lynn Carpenter, Other executive level -  Erika DiProfio, Brand Marketing Manager -  Ashley Abney

Agency: The Shipyard
Chief Creative Officer -   David Sonderman, Executive Creative Director -  Kerry Krasts, Creative Director -  John Risser, Executive Producer -  Liz Ross, Assistant Producer -  Brit Bartle, ACD Art Director -  Kevin Lukens, ACD Copywriter -  Dan Crumrine, Group Account Director – Courtney Costamagna, Account Team Supervisor -  Michelle McIntosh, Executive Strategist -  Cori Boone

Production Company: Superprime
Director -  Ben Quinn, Director of Photography – Ryley Brown, Production Company Producer -  Michele Abbott, Production Design -  Jason Kisvarday, Wardrobe Stylist – Anette Cseri, Still Photography -  Embry Rucker

Editorial Company: Cartel Editorial
Company producer – Cassandra Guardado, Editor -Andy McGraw, Music Director – Jim Weber, Music Producer -Christy Van House

Post Production Company: Transformer 
Producer -Caroline Anguina

Audio: Barking Owl,
Color: Trafik

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