Downtown Phoenix Inc. (DPI) joined forces with local agency Kitchen Sink Creative (KSC) to help launch a promotional campaign for Downtown Phoenix ahead of Super Bowl LVII.

The campaign, titled “Phoenix is Soaring,” features an innovative video titled “As The Phoenix Flies” and a brochure that tout the growth that has taken place in the Downtown neighborhood, much of which has occurred since Phoenix last hosted Super Bowl activities (XLIX in 2015).

The promotional film showcases Downtown Phoenix’s unique and walkable attractions and amenities, including thousands of residential units, hotels, public spaces, bars and restaurants, sports and concert venues, First Friday, light rail, and even an Arizona-centric music festival. The footage was captured over the course of two weeks and overcame a tight shooting schedule and record-breaking rainfall.

“We can tell you how dramatically Downtown Phoenix has evolved since we last hosted a Super Bowl, but isn’t it better if we show you?” said DPI Chief Growth Officer R.J. Price.  “Our partners at Kitchen Sink Creative helped us tell our neighborhood’s inspiring story in a unique and innovative way, and the final product is something the entire city can be proud of.”

Nick Hower, a Managing Partner of KSC, said, “The chosen concept for the video was straightforward: let’s showcase our unique Downtown as a bird would view it—soaring over, through, and up in the air. The final execution is beautiful and chaotic at the same time.”

The film and brochure will be used to attract new business to Downtown.