To celebrate the launch of their new hotel in Los Angeles, the city of stars, we chose to spotlight some of Downtown LA’s unsung heroes. Partnering with a local photographer, we captured 52 creative, enterprising, and inspiring residents using a format iconic to LA’s casting culture: the Polaroid. The portraits became the heart of a multi-channel campaign, showcased in each hotel window and amplified through video, digital, and social content.

Apple News called it “a major artistic upgrade” and “a photo exhibit unlike any other.”