L A 2 8
A . C . D . \ C O P Y
With eight years to go before the Olympics arrive in LA, our goal was to create a connection with the community that would create (very) long-lasting investment and engagement on Instagram and Twitter. To do so, we created content buckets featuring a diverse roster of local athletes and nods to LA’s unique athletic history, as well as forming connections to upcoming games and our city’s larger cultural identity.
C R E A T I V E P L A T F O R M: C O M M U N I T Y I S G O L D E N
C A S H M E R E A G E N C Y
B R A N D S O C I A L H A N D L E S
In partnership with our Senior AD, I led the initiative to deliver well-researched content to both educate and inspire followers, ensuring all assets fit within the brand’s strict established thematic and visual parameters. From groundbreaking firsts to LA’s first palm trees (imported for ’32) we elevated the game with unique, scroll-stopping posts.
SOCIAL PLAYBOOK, CONTENT CALENDAR, POST COPY, ASSET CONCEPT & CREATION: VIDEO, STATIC, & ANIMATION
D E L I V E R A B L E S
R E S U L T S
49 MILLION+ IMPRESSIONS
890K+ SOCIAL IMPRESSIONS
18.8 MILLION+ VIDEO VIEWS
E S T A B L I S H I N G
L O S A N G E L E S
L A A T H L E T E S
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Sakura Kokumai embodies her own words to “Never never NEVER give up.” A 1st generation Japanese-American and longtime kata competitor, she was working in Tokyo when the Olympics announced karate’s inclusion—so she quit her job, moved to LA, and will return to Tokyo 2020 as the 1st and only member of Team USA karate.
Sarah Robles took self-doubt and turned it into confidence. As the strongest woman in America, Sarah is a two-time Olympic athlete and bronze medal winner in weightlifting. She opened up the conversation for women who feel like they don’t fit the mold: “I still have bad thoughts about myself, but I’ve learned that you have to love yourself the way you are. If you love yourself now, you can do amazing things.”
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L A S T O R I E S
For the first time ever, surfing is an Olympics sport—and we know our city rises with the rhythm of waves. These are LA sports and they are our stories; they remind us all that behind every Tokyo 2020 Olympian is an entire community.
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Within every athlete is a story, and within every city, from Tokyo to LA, there are millions more. Olympic surfers defy our expectations of what’s possible—and so does our city.
As LA watches surfing’s Olympic debut on screens across the city today, tomorrow’s dreams play out on our beaches and in our communities. Whether we move on a field, track, or across the ocean itself, how and where we play informs the shape those dreams take—the waves belong to everyone.
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L A S P O R T S
Skateboarding’s got deep LA roots. Back in the ’50s, LA surfers went looking for ways to ride in between waves and sidewalk surfing was born—eventually grinding on to go truly global.
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L A 2 8 X T O K Y O 2 0 2 0
L A C U L T U R E
SoCal athletes competing on a Tokyo stage, Japanese artist GucciMaze channeling LA’s surf vibes—these are the just two ways our cities intersect: “There is a massive power of expression in the differences.”
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More than the mind-blowing tricks, it’s the joy for us. At just 13 years old, Japanese skater Momiji Nishiya won the first gold ever awarded in women’s street skateboarding at Tokyo 2020—a win that announced to the world that the LA sport is truly global.
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C H E E R I N G F O R L A
We did it. YOU did it. Every event, every medal, and every single drop of sweat brought our athletes closer together and reminded us of what the Olympics are all about. You hear those cheers ‘round the world? YOU did it.
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L O S A N G E L E S ’ O L Y M P I C H I S T O R Y
L A L E G E N D S
WWBBD? Figure skater and native Californian Brian Boitano would take home the gold at Calgary ‘88, host a cooking show (with a nod to his famous cartoon persona), and, in an act of solidarity, publicly come out while serving as a U.S. delegate to the 2014 Sochi Games. A pop-culture icon showing tons of 💚 to his Cali community? That’s what Brian Boitano does.
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Growing up, Michael Carter was just “Coach Daddy'' to his daughter Michelle; she knew he played in the NFL, but only in high school did she learn that her dad medaled at LA84. He let his kids “pick their own path”—and Michelle Carter picked shot put just like her dad. She went on to become the first U.S. woman to win gold in the sport and can now boast 3 Olympics to her dad’s 3 Super Bowl victories.
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H U M A N I Z I N G L A A T H L E T E S
M E N T A L H E A L T H
Strength is so much more than muscle. Strength is having the courage to take care of your whole self and prioritize your wellbeing. Thank you for your infinite strength, @SimoneBiles.
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Winning is about more than winning medals; it’s about showing up with joy and fighting for what you believe in—two things former UCLA artistic gymnast and Japanese-American Katelyn Ohashi is all about. After her college floor routine went viral in 2019, @katelyn_ohashi has tirelessly advocated for social justice causes, recently speaking out against AAPI-directed violence and showing the world she’s a powerful force for good both on and off the gymnastics mat.
A T H L E T E ’ S C O M M I S S I O N
LA28 will be for the athletes, by the athletes—and these legendary Olympics and Paralympic Games competitors will be shaping the Games from the very start. Starting today, the members of the LA28 Athletes’ Commission will have a literal seat at the table in creating the long-lasting legacy of our Games. These 18 members will help us ensure #LA28 is an athlete-first and community-driven Games like never before.
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Associate Creative Director: Meredith Ridings
Creative Director: Chris Salamat
Group Creative Director: Juliette Geraghty
Senior Art Director: Priscilla Karamzadeh
Motion Graphics: Garret Hernandez
Editor: George Streicher
Account Manager: Simran Verma
C R E A T I V E T E A M