Hilton: It Matters Where You Stay
Creating an ownable visual system for Hilton's It Matters Where You Stay brand platform.
As Senior Designer, I helped plan and art direct a four-day lifestyle shoot, contributing to concept development, shot listing, casting, on-set art direction, and post-production oversight. The production generated 50+ photo and video assets that translated the brand platform's bold humor into an ownable visual library built around a system of three distinct travel cues.
Travel Cues
Every image concept was anchored by one of three recurring travel cues—a drink umbrella, roller bag, or luggage cart—creating a recognizable brand signature across a wide range of lifestyle moments.
Photography
Campaign Applications
Assets from the shoot were deployed across paid media and out-of-home advertising, demonstrating how the content library could support global brand communications.
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