Visit Pasadena

We partnered with our longtime collaborators at Pastilla to direct a commercial for Visit Pasadena that celebrates the small businesses and vibrant culture that define the city. Created in the aftermath of the Eaton Fire, when many travelers hesitated to visit out of concern for overlooking the community’s loss, the campaign reframed the moment, reminding visitors that local businesses had been hit hardest and needed support. Locations were thoughtfully curated by Visit Pasadena and our team, featuring places like Octavia’s Bookshelf, Vroman’s Bookstore, Perle Restaurant, Pie N' Burger, and Neighbors & Friends, businesses that continue to give back to their communities in meaningful ways. The final spot is both a celebration and a call to visit with intention. Pasadena is a city best shared, and its small businesses are essential threads in the fabric of its recovery and spirit.