It Matters Where You Stay
Objective
Develop an ownable visual library to support Hilton’s It Matters Where You Stay platform across campaigns, partnerships, and offers.
Approach
Hilton’s existing image library lacked assets that could be cleanly isolated and reused across placements while delivering the bold, humorous tone of the platform. As a senior designer, I contributed from early concept development through post-production on a four-day lifestyle shoot structured around three content pillars: Travel, Property, and Hilton Honors. Assets were captured with clean compositions and balanced lighting so they could be easily isolated and reused across markets.
Outcome
The production resulted in 50+ images and videos that became a foundational asset bank for global campaigns, supporting paid media, social, partnerships, and OOH placements worldwide.
My Role
Concept Development, Shot Planning, On-Set Art Direction Support, Post-Production Oversight
Client
Hilton
Year
2022-2023
Team
Art Director: Bryan Babiarz
Associate Creative Director: Robyn Flood
Copywriter: Shawn Gauthier
Producer: Alissa Liebert
Production: Tugboat
Photographer: Daniel Ehrenworth
The Ownable Visual System
To establish the imagery as distinctly Hilton, the shoot centered around three recurring travel cues designed to function as ownable visual shorthand. Together, they created a flexible system that could support a range of lifestyle moments while reinforcing a recognizable brand signature.
Roller Bag
Talent-driven lifestyle moments
Luggage Cart
Partnership and thematic scenarios
Drink Umbrella
Object-focused or close-up executions
Campaign Applications
Assets from this shoot were deployed across paid media, social, partnerships, and OOH placements globally.
Campaign assets produced by TBWA using images from this shoot