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You might expect to see the venerable lion logo of the Ritz-Carlton Residences in Beverly Hills or Malibu. You don’t expect to see it in downtown LA near neighborhoods realtors politely refer to as “transitional.” The agency needed to paint a vivid picture for Ritz’s well-heeled customer of what it would be like to live in an area that only a few years ago they wouldn’t even visit. So rather than show the residences, which people are rightly inclined to believe are luxurious, the campaign — which includes banners, collateral and a new website, in addition to newspaper and magazine ads — puts the focus on the amazing sports, entertainment and dining options just outside their stylish front door.

View more work for Ritz-Carlton.

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