A Unqiue Take

A Unique Take

Client: Curio Collection by Hilton Hotels

My role: Executive Creative director across campaign concept, creator strategy, production, on-location director and still photography.

The brief: How do you capture a collection of hotels, each with its own distinct personality and style, in a way that feels individual yet coherent as a collection? The brief was a genuine creative problem rather than a standard campaign ask.

What we made: The answer was to stop trying to make everything look the same. Instead we built a creator led content campaign where each hotel was matched with a filmmaker or creator whose personality and style genuinely complemented it. Each creator was briefed around a specific creative hook we identified for their hotel, giving them a genuine narrative thread to pull on. Alongside each creator film we captured the creative process itself, producing behind the scenes content that documented their approach and showed the hotels through a different lens entirely. The campaign launched in three phases across the full collection.