Talented Creative Director, Adam La Rocca, describes his artistic approach to the project and the overall concept behind the campaign:
"We’re using the mark as an attitudinal punctuation for all creative pieces. An invitation to adopt a carefree mindset and forget all the stresses of everyday life while vacationing in Daytona Beach. And to keep that mindset and the great memories you create long after you’ve left."
Fresh photography from Cliff Englert and evocative videos from Will Myers (both from Alchemy Creative) create the mood for this upbeat campaign. There is something about working spontaneously with a brush on paper, that brings a unique and often unpredictable element to the lettering. This paired well with the imagery and seemed particularly appropriate for this dynamic, beach-inspired project.