To celebrate the opening of citizenM’s downtown Los Angeles hotel, Ride or Cry, the creative agency where I served as part-owner and creative director, set out to highlight some of LA’s unsung heroes. In collaboration with KesselsKramer and local photographer Corinne Schiavone, we photographed 52 creative, enterprising, and inspiring Angelenos using Polaroids, a format rooted in the city’s casting culture. The portraits became the centerpiece of a multichannel campaign, physically displayed across every hotel window and extended through video, digital, and social platforms.