California Freestyle Volume IIDeutsch LA | Client: California Milk Advisory Board Illustration | Typography | Art Direction
California Freestyle, features three new music tracks and videos that celebrate the diversity of the Golden State from its people to its landscapes and the vibrant cultures that make it a special place to live and give its milk and dairy foods such great flavor. California Freestyle is an entertaining, music-driven campaign that celebrates what we love about California—the diverse places and diverse people and cultures within our state.
The system takes a playful typographic approach that emphasizes the lyrics and captures the intersection of California music and delicious, sustainable dairy. The bold type is inspired by each genre, and shine over a graphic background of shifting gradients to create a fun, energetic feel.
To capture the Californian landscape this playful exploration weaves the CMAB products and lyrical elements throughout each landscape through surreal photo collages.