After seeing some of her previous work, Humble director Sasha Levinson was approached by agency R&R Partners and the Las Vegas Convention and Visitors Authority with a vision of creating four short films of personal transformation, each set across one weekend in Las Vegas, where the city was the catalyst in each narrative. The spots play more like a film trailer than a commercial.
Initial scripts were already written, when Levinson won project. “Right out of the gate I started to develop ideas about how I would bring these stories to life in a way that created a human mystique around Las Vegas while showcasing how the city could have an authentically positive impact on each character’s life,” she says.
We reached out to Levinson to find out more about her process and the project.
It shouldn’t come as a surprise that Las Vegas welcomes all guests but to make sure there’s no doubt, the Las Vegas Convention and Visitors Authority (LVCVA) recently released “Now and Then,” a game-changing commercial that couldn’t have come at a better time.
While LGBTQ rights are being threatened daily, the commercial features a same sex couple returning to Las Vegas, where they first met. It’s beautiful, romantic and it has caused quite a stir on social media.
“I’m sitting here crying at a lesbian wedding commercial for the LAS VEGAS TOURISM BOARD,” one viewer tweeted.
“You guys. The Visit Las Vegas commercial featuring a magical lesbian love story gives me ALL the feels,” tweeted another.
The commercial, part of LVCVA’s new “Only Vegas Moments” campaign, has already been viewed almost 8 million times on the Visit Las Vegas YouTube channel alone, and has been warmly embraced by the LGBTQ community.
A tear-jerking new advert about a lesbian couple is making people wonder why it seems so difficult for Hollywood to do the same.
Entitled “Now & Then,” the adorable video – which was put together to advertise Las Vegas – opens with two women embracing and one telling the other: “Let’s get married.”
Her girlfriend responds: “Yeah, right. On what planet?”
“I’m serious. We knew we’d get married the night we met. We met here.”
After a flashback to their first meeting, she adds: “Let’s get married here, tonight. It’s Las Vegas.”
“What Happens in Vegas, Stays in Vegas,” goes the catchphrase that has long been associated with Sin City, thanks to ads produced by R&R Partners dating back to 2003. Past ads have frequently typified the Vegas experience with dizzying montages of nonstop partying, but a heartwarming new spot is elbowing out the old and striking a new tone.
The “Now & Then” campaign features two women who met and fell in love in Vegas before realizing they wanted to continue their love story in the famed city. The cinematic spot takes viewers along through the evolution of the women’s relationship, culminating in a wedding that is sure to move even the staunchest of cynics.
In creating a campaign for the Las Vegas Convention and Visitors Authority (LVCVA), director Sasha Levinson at Humble decided to go against conventions of the city’s on-screen portrayal.
The resulting spots pull viewers in with a vision centered on individual experience and transformation. A woman who met her girlfriend in Las Vegas throws together a surprise wedding ceremony; a working mom takes some much-needed time for herself. Through Sasha’s lens, Las Vegas becomes a stage for meaningful memories to unfold, promising the potential for each visitor to create their own unique encounters with the city.