the M Project
$206m expansion first-of-its-kind creative partnership · 18 months
As Creative Director and agency lead through the Pivot Group, I helped make M Resort’s media match the property it was becoming.
$206m expansion first-of-its-kind creative partnership · 18 months
the M Project
the M Project
Industry
Hospitality / Entertainment
ROLE
Creative Director
Deliverables
Brand strategy, campaign photography & video, social content, production & live experiences
Brand strategy, campaign photography & video, social content, production & live experiences
TIMEFRAME
TIMEFRAME & SCALE
18 months / $206M East Tower expansion
18 months / $206M East Tower expansion
the M Project
the M Project
Challenge
Challenge
THE PROPERTY EVOLVED.
THE MEDIA HAD TO FOLLOW.
THE PROPERTY EVOLVED.
THE MEDIA HAD TO FOLLOW.
M Resort had no shortage of stories. Its media model wasn’t keeping pace with them.
M Resort had no shortage of stories. Its media model wasn’t keeping pace with them.
The East Tower expansion, Meril by Emeril Lagasse, The Patio, athlete collaborations, concerts and grand openings were changing the property. Between those marquee moments, an entire resort experience still needed to be captured. I connected leadership, marketing, social, production and talent around a shared creative direction. The opportunity was to move beyond isolated announcements and build a media library that could carry the larger story.
The East Tower expansion, Meril by Emeril Lagasse, The Patio, athlete collaborations, concerts and grand openings were changing the property. Between those marquee moments, an entire resort experience still needed to be captured. I connected leadership, marketing, social, production and talent around a shared creative direction. The opportunity was to move beyond isolated announcements and build a media library that could carry the larger story.
Solution
Solution
ONE PRODUCTION.
AN ASSET LIBRARY.
ONE PRODUCTION.
AN ASSET LIBRARY.
We stopped treating shoots like one-off deliverables and started planning around story, format, platform, placement and longevity.
We stopped treating shoots like one-off deliverables and started planning around story, format, platform, placement and longevity.
Broad creative access replaced narrow shot lists. One of our first two-day productions generated more than 80 curated media assets, compared with roughly 3–10 pieces from previous outsourced shoots. Photography, hero video, short-form edits and evergreen content could support weeks of storytelling across billboards, marquees, internal displays, web, Google Business, paid media and social. Meta Business insights and Sprout Social helped inform what we captured and how it reached the audience.
Broad creative access replaced narrow shot lists. One of our first two-day productions generated more than 80 curated media assets, compared with roughly 3–10 pieces from previous outsourced shoots. Photography, hero video, short-form edits and evergreen content could support weeks of storytelling across billboards, marquees, internal displays, web, Google Business, paid media and social. Meta Business insights and Sprout Social helped inform what we captured and how it reached the audience.
Make the media match the property. Then make every production work harder.
Make the media match the property. Then make every production work harder.
Creative Director
Resort experiences, live entertainment and expansion milestones became connected chapters of the same brand. The result was a repeatable production rhythm that gave M more stories to tell—and more places to tell them.
Resort experiences, live entertainment and expansion milestones became connected chapters of the same brand. The result was a repeatable production rhythm that gave M more stories to tell—and more places to tell them.
Resort experiences, live entertainment and expansion milestones became connected chapters of the same brand. The result was a repeatable production rhythm that gave M more stories to tell—and more places to tell them.