It Matters Where You Stay
Created in-house at Hilton
It Matters Where You Stay was Hilton’s global campaign highlighting the role the hotel stay plays in the overall travel experience. As Senior Designer, I helped expand the campaign across print, digital, social, OOH, and major brand partnerships. I also helped art direct a four-day lifestyle shoot to build a flexible image library for the campaign.
Building the Image Library
A four-day lifestyle shoot translated the campaign’s bold humor into a flexible content library designed to support a wide range of stories and applications.Each image was anchored by a specific travel cue—a drink umbrella, roller bag, or luggage cart—to make it distinctly ownable to Hilton.
The Team
Senior Designer: Ashlee Turrisi
Art Director: Bryan Babiarz
Copywriter: Shawn Gauthier
Photographer: Daniel Ehrenworth
Production Company: Tugboat
Extending the Campaign
I extended the campaign across partnerships and cultural moments, developing bespoke image concepts around its signature “When” line construct.
Radio City Christmas Spectacular
NYC Pride
National Cherry Blossom Festival
Hilton x Grammys
For Hilton’s partnership with the Grammys, I developed and executed the campaign’s central visual concept, transforming a guitar case into a suitcase packed for travel. The idea extended across print, social, and environmental applications, with the print creative returning for a second year of the partnership.
Hilton x Yankees
For Hilton’s partnership with the New York Yankees, I reimagined an image from the campaign shoot, transforming the travelersinto Yankees fans and extending the concept across stadium signage, email, digital advertising, and more.
