When Waymo announced its launch in LA, we had the exciting challenge of introducing not only a new brand, but a new technology that most had never experienced. We wanted to make it clear that Waymo wasn’t taking over LA, but rather integrating into the fabric of the city. To reflect that, we created a new aesthetic that stayed true to Waymo’s innovative identity while blending in elements of LA’s vibrant culture. We designed a custom hub that activated across multiple LA hotspots over six months, building anticipation and engagement with the community. To emphasize the LA flavor, we partnered with Erewhon to create a custom drink and with The Hundreds for exclusive collab merch. This campaign was all about showing LA that the future of transportation was here and was ready to fit seamlessly into the city's lifestyle.