Global Marketing, Creative Direction, Web Design
This work sets the tone for every moment of those experiences.
In 2007, Morgans Hotel Group rolled out a new $150 million sexy, South beach sister to its Delano and Shore Club siblings. Designed by world-renowned Marcel Wanders, Mondrian South Beach embodied MHG’s “Modern Resort” concept, bringing the best of both worlds into perfect balance. This short film set the tone as a true “tease” for the opening of the hotel.
“Creating a cutting edge video proves the aesthetic that “has always been the driving force behind the group, which counts on design and a sexy vibe to lure its target audience.”
During the economic meltdown, F*ck The Recession/RecessIsOn was launched as an aggressive campaign standing in optimistic defiance and positively embracing the recession as a time for creativity to flourish. As much a movement as a marketing campaign, F*ck The Recession/RecessIsOn started by submitting a full page “memo to the recession,” in the New York Times and Wall Street Journal. They were rejected by the board of standards because the memo ended by telling “Mr. Recession” to “kindly, F off”. We were simply saying what anyone affected by these economic times wanted to say: Fuck the Recession. This bold statement, accompanied by a tagline that Morgans has lived for the last 25 years – Attitude is Everything – was the foundation of the campaign. This defiance was leavened with a very clear message that during these times, a bit of escapism was necessary to survive and that Morgans was the perfect place to enjoy a “recess” from the world of the recession.
A bold and provocative continuation of Morgans’ innovative “FTR”/RecessIsOn campaign, the Recess Sessions are a series of eight original music videos shot in cinéma vérité style. Each video was set in the rich environments of Morgans’ hotels and included three separate segments with a musical performance, interview and footage of the artists playing on property. All of the content is intimately shot and previously unreleased.
In keeping with their philosophy of defiance against the recession, Morgans’ Recess Sessions celebrated the idea that you never know what is going on behind closed doors at Morgans’ hotels and gave their guests permission to explore and to play again. With authentic performances from cutting-edge artists including Miho Hatori at Morgans, Au Revoir Simone at Hudson, Miss Derringer at Mondrian in Los Angeles and Curumin at Royalton – filmed by independent directors Vincent Moon and Mark Wilkinson, the Recess Sessions furthered Morgans’ unique history of collaborating with innovators in an effort to create rich experiences for their guests.
We released the entire series of music videos at the height of the recession. Here are a couple.
Semi-Precious Weapons prove that rock ‘n roll never looked so beautiful.