+ PlayLA
PlayLA Brand Awareness Campaign
Our roles
Overview
As LA counts down to the 2028 Olympics, the city is cranking up the action on PlayLA—its bold, low-cost sports program for youth and adaptive youth across Los Angeles parks. With offerings that include everything from soccer and swimming to wheelchair tennis, PlayLA needed a campaign that matched its inclusive spirit and Olympic-level energy. In partnership with LA Metro, Pastilla helped transform everyday transit spaces into vibrant, high-impact brand moments built to inspire and connect.
CORE CAMPAIGN APPROACH
To raise awareness and drive sign-ups, we leaned into PlayLA’s dynamic identity—using bold colors, strong typography, and universal sports icons to immediately capture attention. With low recognition and a big Olympic goal, the campaign had to work fast. Kiosk videos featuring real kids at PlayLA events added authenticity and energy, showing the diversity of youth who belong in this program—regardless of race, ability, or background.
MESSAGING & SCALABILITY
We built the messaging on movement—JUMP, KICK, DIVE—paired with clean visuals and translations in five languages to reach families across the city. The LA28 logo brought legitimacy, while the system was designed to scale. This was just the first step in a multi-year push toward Olympic visibility.
“PlayLA: Olympians in the making.” A rally cry for a new generation of athletes—and a city where every kid gets their shot.
We amplified what makes PlayLA great—color, movement, inclusion—and built a brand system ready to carry the torch to 2028.
From train wraps to kiosks, PlayLA’s Olympic spirit is now in motion—seen, felt, and celebrated by families across the city.
+ Success Metrics
OOH campaign across LA Metro kiosks, trains, and stations
Materials translated into five languages
Stronger connection to LA28 and Olympic values
Foundation for multi-year growth and engagement
