You Had to Be There: What "FOMO" Looks Like in Downtown Phoenix

FO·MO | Fear of Missing Out

/ˈfōmō/ 

noun | anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media. 

What does "FOMO" really look like? 

We teamed up with our friends and Phoenix Community Alliance Members, HAPI, to answer that question with our latest campaign. We captured the aftermath of several events in Downtown Phoenix to highlight just how much you don't want to miss the next one. Because sometimes, the clearest sign that something exciting happened is what remains when the crowd clears.

This blog offers a comprehensive look at the "FOMO" campaign, exploring its conceptual development, behind-the-scenes insights from the creative process, and how you can stay in the know so that next time, you’re living the moment, not just hearing about it. 

The Concept: Flipping the Script 

We decided to diverge from the typical event coverage approach for this campaign. Rather than capturing the usual snapshots of people mid-laugh, mid-dance, or mid-bite, we focused on what was left behind — the glow of a good time still lingering in the air. 

By showing the aftermath, we let the audience fill in the blanks: the music that had just faded, the conversations still echoing, and the memories made only moments before. 

It was an intentional departure from the norm, rooted in our desire to showcase the heartbeat of the city and what people love about being here. This approach felt especially fitting for Downtown Phoenix, where events are more than just calendar fillers; they’re a core part of the city’s identity.  

There's never a dull moment in DTPHX, with exciting experiences for every interest happening all year round. On one side of town, kids are sledding down a snow hill and learning about the science behind it, while a few blocks away, folks are sitting in a simulated airplane cabin, flying over Mexico City with a cocktail in hand. This campaign was our way of celebrating that eclectic variety and the “you had to be there” moments that define Downtown. 

The Visuals: Storytelling Through Stillness 

From empty stages and scattered confetti to half-finished drinks and cleared-out plazas, each photo in this campaign tells the story of a good time… just missed.  

The best part? These weren’t one-time moments. Events like these are happening all the time in Downtown Phoenix. With a mix of culture, creativity, and community spirit, there’s always something new to discover.

“The uniqueness of this campaign is that it promotes events in Downtown Phoenix after they’ve already occurred. Who does that? Yet that was the creative epiphany to developing an edgy ad campaign that evokes a feeling of “FOMO” in a uniquely DTPHX way. We made the gusty decision not to show people fancy drinks, delicious meals, or popular bands, although we certainly have all of them. Instead, we focused on the aftermath of the fun, allowing viewers to imagine themselves having an incredible experience in one of our fabulous venues. By promoting past events, the campaign confidently makes a more significant point about Downtown’s general state of activities. The destination has something amazing going on every single day. So, fear not. If you missed one event, you can catch another.”

(Jason Hackett, HAPI Owner & Creative Director) 

The Voices: Real Reactions, Right After the Fun 

To bring even more life to the experience, we interviewed eventgoers at each location right after the fun ended to capture their unfiltered reactions, favorite moments, and lingering post-event buzz.  

“Educationally, this experience was very rewarding. The Garden is way more beautiful than I thought; photos don’t do it justice. When you walk in, you’re overwhelmed with a sense of peace.”

(Savannah A. after a Tea Tour at Japanese Friendship Garden) 

“We visited the Arizona Science Center during their Snow Week event, and it was SO beyond magical. It was the first time 3/4 of my kids had seen snow, and they absolutely loved it! My children couldn’t get enough of the snow hill outside, and creating a snow pal was the cherry on top. It was such a memorable experience, and we’re already looking forward to next year!”

(Allison O. after Snow Week at Arizona Science Center) 

Their testimonials added a raw, authentic layer to the campaign, reminding us just how special these Downtown Phoenix moments are. 

Collaboration Corner: Behind-the-Scenes Breakthroughs 

Behind the scenes, we had just as much fun bringing these moments to life as we imagined people did living them.  

After the Tea Tour, we took a quiet stroll through the Japanese Friendship Garden, soaking in the stillness and beauty. At Zoni Girls, we couldn’t resist lacing up a pair of skates and rolling around before the final shot. We got creative (and a little messy) at the Orpheum Theatre, intentionally spilling some popcorn to recreate that classic post-movie chaos and applying lipstick to leave the perfect mark on an abandoned glass at Carry On. Every detail was a tiny love letter to the energy and authenticity of Downtown Phoenix. 

It was a blast showcasing Downtown’s connection, culture, and nonstop happenings. We are so grateful to our creative partners and team for bringing this concept to life.

There’s always something around the corner in Downtown Phoenix. So, what’s coming up next?  

Follow @DowntownPhoenix on social media for real-time updates. Sign up for the DTPHX Insider newsletter to receive weekly news, tips, and event highlights in your inbox. The next can’t-miss moment is already in the works — and we want you to be there for it.