Advertising ✸ Art Direction ✸ Branding
SOFTWARES
Adobe Illustrator, Adobe Photoshop
TARGET AUDIENCE
Gen Z Outsiders who only knows the clichés of Los Angeles through the eyes of the people who live it, love it, and call LA their Home.
BRAND OVERVIEW
KB HOME is a new construction home builder proudly rooted in LA. Their brand platform "We See You", is all about starting with people first - their identities, dreams, and needs. The philosophy extends to the city itself: KB Home Lives here, builds here, hires here-cares deeply about how LA is seen, especially as we gear up to host the 2026 World Cup and 2028 Olympics.
CHALLENGE
LA has a perception problem. Too many outsiders, it's surface level,soulless, and sprawling. But the people who live here know the truth: LA is a glorious mosaic of culture, community, resilience, pride, and deep human conection.
EXECUTION
The campaign uses self-aware, internet-native humor to playfully confront skeptics, transitioning into hyper-local cultural content that positions KB Home not just as a real estate developer, but as a creator of authentic community and belonging for Gen Z.
PRIMARY LOGO
AD PITCH DECK
LOGO DESIGN
SOCIAL MEDIA ACTIVATIONS
DESIGN ASSETS
OOH ACTIVATIONS
SECONDARY LOGO
