Mistress Goes ‘Electric’ in Latest Effort for Discover Los Angeles

By Erik Oster 

Los Angeles independent agency Mistress continues the campaign it launched last month for Discover Los Angeles, the city’s official destination marketing organization, with the 30-second spot, “Electric.”

As with past efforts “Magic” and “Chill,” the one word titled spot aims to evoke the feelings and emotions of the city. “Electric” depicts a sunny day on Venice Beachand all the possibilities therein, as a parade of bikers show off.
We’re not sure what those plumes of colorful smoke are all about, but that skateboarder certainly gets some hangtime. “Electric” isvery much in the same vein as the campaign’s previous efforts, although mining a much different mood than the tranquil “Chill.” It certainly makes La La Land seem pretty appealing, particularly as we’re still months away from beach weather here on the East Coast.

Client: Discover Los Angeles
Agency: Mistress
Director: Floria Sigismondi
Production Company: Believe Media
Executive Producer: Jannie McInnes
Executive Producer: Liz Silver
Executive Producer: Luke Thorton
Head Of Production: Vitaly Koshman
Director Of Photography: Starr Whitesides
1St AD: Freddie Childress
Production Designer: Kristen Vallow
Stylist: Marjan Malakpour
Hair: Pamela Neal
Makeup: Mynxii White