Be The Office Hero.
Our team needed to position Las Vegas as a destination for business meetings without compromising the brands equity as a leisure destination. With audience insights, R&R Partners and I uncovered the way to convey the benefit and unique offering while remaining true to the leisure brand—neither suggesting nor denying your company cohort may show up at the meeting hung-over.
From strategy and concept to promotions and package design
Working with a renowned type-designer, I directed to iconic comic-book headlines, developed the concept and hired legendary photography Jim Fiscus of Art+Commerce to shoot the campaign at Silver Cup Studios in New York—crafting each office personality and their respective cubicles to be as individual and relatable as our real-life office colleagues —The Cat Lady, The Legend, and The Over Achiever, a.k.a. Powerella.
The print campaign ran in trade magazines, online, and OOH, and every super-hero needs a trading card of course, so we created the card-packs and distributed them at meeting planner trade-shows (Yes, there is such a thing.) along with a true-to-form "limited-edition animated lenticular card", making them the most coveted promotion of the event.
Contribution
Art Director/Creative Director
On-Set Direction
Strategic Concept
Treatment
Visual Concept
Casting
Type Direction
Art Buying
Post and Color Correction
Package Design
Photography and Set Production: Jim Fiscus
