KB HOME: #HATERS2HOMIES
Advertising Campaign ✸ Art Direction
✸ INSIGHT
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.
✸ PROBLEM
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.
HATERS2HOMIES AD PITCH DECK
✸ 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.
OOH ACTIVIATIONS
✸ PROJECT TEAM
Strategist and Team Leader : Karine Dieuvil
Producer Specialist: Nailah Shorter
Art Director: Madison Ware
Art Director and Graphic Designer: Shannon Baker
Copywriter: Weylin Hollister
Digital Marketing: Charlie Chen
LOGO DESIGN ASSETS
✸ 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.
