Jumeirah Hotels

Project/CLIent

Jumeirah Hotel Group Global Masterbrand Campaign ‘22

role

Freelance Creative Director (Art)

services

Creative Direction

Design

Pre Production

On Set Art Direction

The ask

Jumeirah Hotels is an iconic luxury hotel group with 5 star properties all around the world, from Dubai to Capri.

The ask was to reimagine the brand to appeal to a younger and modern affluent traveler. All while showcasing their incredible world-class locations.

The campaign

Through a variety of vignettes that range from hyperbolic fashion moments to more emotive attainable experiences, we depict guests experiencing hospitality at it’s finest. Travelers are invited to experience their biggest luxury: time exceptionally well spent.

The campaign consisted of a Masterbrand hero video and 11 sub campaigns that focussed on specific themes, as well as digital and OOH assets.

Going into Production…

This campaign was shot over the course of about 3 months all over the world at Jumeirah’s world-class resorts.

I was the lead creative on two of the shoots in Capri and London -taking the team into production and providing creative direction and extensive references for the director, photographer, stylist, and MUA, as well as providing on set art direction.

brand visual guidelines

Jumeirah had an established VIS ID, but I worked on refining certain design elements pertaining to this campaign for consistency across assets as well as for cohesive distribution amongst the hotel chain’s different regions.

Such tweaks consisted of refining and creating visual guidelines for the existing logo and tagline, as well as establishing how the campaign’s bold type would appear across different assets.