What is the difference between looking and seeing?
This is the question we asked ourselves when given the task of beautifying Long Beach. As students at Cal State Long Beach we see the beauty in the city but as an outsider looking in it's not always the most welcoming city in southern California. So our challenge in this project was to show Long Beach in its best light, the place of good food, small neighborhoods full of life day and night, local foodie culture, great art and music.
The campaign essentially is built around changing a perception that outsiders may have of Long Beach while also adjusting the residents role in the city, creating involvement and meaningful participation. We spent months enjoying the city taking pictures, eating great food, going out and finding the true beauty in the city and came up with this campaign as a result.