Advance SF

When post-pandemic headlines started painting San Francisco as a city in decline, Advance SF asked us to help tell a truer story. We created It All Starts Here — a campaign rooted in SF's identity as the place where the future has always been built first. The visual system drew from the city's iconic street signs and intersections, pairing Bay Area–born companies to show how culture, commerce, and innovation converge here. The campaign ran across citywide OOH, broadcast, newspaper, building projections, and stadium signage — launching during APEC for maximum global reach. It earned over 2.1 billion impressions across 445 placements and drove a meaningful lift in local sentiment. Partnered with GS&P ELevel, photographer Emilio Diaz, DMAX, and Minds over Matter Design across all formats and channels.