The Shipyard, one of the nation’s fastest growing agencies in 2023 (Adweek), has launched its latest high impact campaign for Visit California. Called “Let's Play,” the campaign is anchored by a joyful spot that highlights California’s adventurous spirit and underscores the iconic state’s status as the ultimate playground.
CreditsVisit California
President & Chief Executive Officer – Caroline Beteta
VP of Marketing – Lynn Carpenter Schumann
AVP of Brand Advertising – Erika DiProfio
Brand Advertising Manager – Ashley Abney
Agency
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
Sr Copywriter – Melissa Thomas
Account
EVP/Group Account Director – Tammy Haughey
Account Director – Rachel Smutney
Account Supervisor – Michelle McIntosh
Strategy
Planning Director – Cori Boone
Production
Production Company – Caviar
Director – Zach Math
Production Company Producer – Michele Abbott
Production Design – Jason Kisvarday
Photography – Embry Rucker
Editing/Post Production/Special Effects
Editorial Company – Union
Editorial Company producer – Joe Ross
Editor – Jono Griffith
Music Director – Jim Webber
Music Producer – Christy Van House
Post Production Company – Parliament
Post Production Company producer – Will Jellicorse
Audio – Milos Zivkovik
CG - Phillip Ineno
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More