It Matters Where You Stay
Creating an ownable visual library for Hilton's It Matters Where You Stay platform.
As Senior Designer, I helped develop and art direct a four-day lifestyle shoot, contributing to concept development, shot planning, casting, on-set art direction, and post-production oversight. The production generated 50+ photo and video assets, translating the platform's bold humor into an ownable visual system built around three distinct travel cues for campaigns, partnerships, and brand storytelling worldwide.
The Travel Cues
To establish the imagery as distinctly Hilton, every concept was anchored by one of three recurring travel cues: a drink umbrella, roller bag, or luggage cart. This visual shorthand created a flexible system that could support a range of lifestyle moments while serving as a recognizable brand signature.
Roller Bag
Luggage Cart
Drink Umbrella
The System in Practice
Campaign Applications
Assets from this shoot were deployed across paid media, social, partnerships, and OOH placements globally.
The Team
Senior Designer: Ashlee Turrisi
Art Director: Bryan Babiarz
Copywriter: Shawn Gauthier
Photographer: Daniel Ehrenworth
Production Company: Tugboat
Campaign Applications: TBWA\Chiat\Day NY