"Nothing Compares" - Discover San Ramon

July 2019

San Ramon is surrounded by popular California tourism destinations, but the town itself is just a little bit… nothing. But if we embrace the idea of “nothing” and reshape it into a positive, something relatively boring becomes memorable and unique.

The clients were initially hesitant, only to realize a few days later that they couldn’t stop thinking about the campaign. It was selected for production, but the campaign was canceled in 2020 after the pandemic made tourism a little less appealing. Thanks, Covid.