In what can only be described as a dream project, we were tasked with refreshing the visit California image. Our 360-degree initiative included a robust TV campaign, a YouTube takeover, and an original platform experience featuring dynamic and diverse curated and created content.  

The hub was launched online with a 24-hour purchase of Youtube's homepage masthead across all of Visit California's key markets. There we released our initial 24 pieces of video content in one day, one per hour.