California daydreaming

MANILA, Philippines - Call It Spring goes to the California desert for its latest ad campaign, taking in all the unique landmarks along the way in the coming-of-age tradition of the road trip.

“This season, we’re retelling a classic American narrative inspired by the now. The unique yet recognizable landmarks invoke the weird and wonder that only traveling through the desert can offer. Infused with the desire to discover, this landscape is the perfect backdrop to capture our cast’s carefree spirit and distinct sense of freedom,” explains Neil Frisby, creative director of Call It Spring.

Season after season, the Call It Spring campaign follows a group of friends on everyday adventures. Filled with idiosyncratic moments, these journeys help them carve out their identities and discover what it means to be unique. Always taking a personal and poetic angle, Call It Spring campaigns play on the thoughts and dreams of this generation, catering to that need of individuality.

Call It Spring’s latest collection is available at stores in SM Aura, Newport Resorts World Manila, Greenbelt 3, Ayala Centrio, Century Mall, SM Lanang, SM Megamall, UP Town Center, TriNoma, SM Seaside Cebu, Harbour Point, and Ayala Center Cebu.