KB HOME: #HATERS2HOMIES
Advertising Campaign ✸ Art Direction
✸ What is KB HOME?
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.
✸ CAMPAIGN OVERVIEW
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
✸ 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
