I led creative direction on a campaign that reintroduced Independent Collection Hotels & Resorts with a bold, attitude-driven concept, breaking away from predictable seasonal sale language and challenging travelers to rethink independent luxury. Grounded in the insight that today's luxury guest craves character over standardization, I built an insider, "if you know, you know" creative platform centered on curated, unrepeatable moments. The art direction used high-end, point-of-view imagery to create a voyeuristic sense of what guests were missing: elevated design, standout culinary experiences, and details that savvy travelers already covet.

 

The campaign delivered $1.9M in revenue and 5,815 room nights, surpassing the previous year's fall performance by 5% in revenue and 20% in room nights.