Los Angeles tourism officials launched an initiative this week with the message “Everyone is welcome” — a clear response to the pressure the tourism industry is facing with the negative impressions around the world of the travel ban imposed by President Trump.

The first element of the campaign features a 93-second music video using the metaphor of paper planes to represent travelers to the city. They fly past people of various ethnic backgrounds hugging, dancing and skateboarding near iconic L.A. locations to the backdrop of Father John Misty’s Real Love Baby.

The creative was developed in-house by Discover Los Angeles and shot and edited by Mistress’s production arm, Bastard.

Read more about the campaign in the LA Times’ story here and at Creativity here and at Adweek here.

Watch the full video below:


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