ART
California Colors
- Client: California Avocados
- Agency: MullenLowe U.S.
- Campaign: California Avocados Commission
- Year: 2021
- Role: Artist
Colors was created as part of a broadcast campaign celebrating California-grown avocados. Playing on the linguistic overlap in “Avo-CA-dos,” the commission invited local artists to capture the essence of California through visual storytelling rooted in place, identity, and culture.
Inspired by the iconic motel signage that lines California’s freeways, this piece was realized as a flickering neon roadside tribute. It brings together nostalgic references, from starbursts and structural signposts to contemporary details like Old English typography and a gradient, sunset-washed palette. Combined, these elements create a vivid homage to the state’s layered visual and cultural heritage.
Featured in the campaign’s hero spot and across out-of-home placements, Colors served as both a visual anchor and a reflection of regional identity. Through its illuminated form, the piece offered an artist-led expression of California’s energy, character, and atmosphere, distilling a sense of place into light and presence.
Credits
- Creative Director Sean Wright
- Art Producer Karly Dewees
- DP & Co-Director Erik Rojas
- Photographer Matthew E. Kavanagh
- Mix Andrew Levine
- Color Gabe Sanchez
- VFX Roundhouse Post