Creating authentic moments for the Long Weekend campaign
Client
Hilton Garden Inn
My Role
Creative Strategy Art Direction Talent Sourcing Retouching
My Deliverables
Mood Boards Shot Lists Casting Direction On-set Creative Direction Stock Photo Library
Challenge
Hilton Garden Inn had strong weekday occupancy from business travelers but struggled with weekend bookings. Their long-term campaign "Long Weekend" was created to show travelers that Hilton Garden Inn is not just for business, but the perfect setting to create memorable experiences with loved ones. My role was to create a new photo library for the brand that would differentiate Hilton Gardenn Inn and bring a more human feel to their marketing.
Approach
We leaned into authenticity. Sleeping in on a Saturday. Grabbing a beer while watching the game. The chaos of a family selfie. We wanted to tell stories of weekend guests that were unexpected, but inspired by real experiences. I sourced diverse talent that felt like real people and worked with photographer Jon Blais to capture spontaneous, relatable moments.
Applications
Impact
The photo library became a key asset for the "Long Weekend" campaign.
30+
Final photos
$200K+
Budget
5
days on set
The Team
I worked closely with Executive Creative Director Jon Gothold, photographer Jon Blais, and stylist Gillean McLeod.
