The Greater Los Angeles Zoo Association called on Art Machine to brand and build the marketing campaign for the first-ever L.A. Zoo Lights. The Zoo had partnered with world-renowned light designers Bionic League to transform the Zoo into a wonderland of glowing LED sculptures and holiday themed 3-D projections, but brand awareness of the event was non-existent. We built a marketing campaign for millennials looking for an evening venue, as well as families searching for a new holiday tradition. Also pictured is the daytime event Reindeer Romp, which is driving local daytime traffic to the Zoo.