CHICAGO—STORY director Blair Hayes encourages weekend travelers to “connect,” “stroll,” “smile,” “cheer” and “celebrate” in an upbeat new campaign for Hilton Garden Inn and California agency DGWB.
The 15- and 30-second television spots portray the upscale hotels as a great venue for people seeking to getaway, take in the local sites and have fun. Couples and friends are shown relaxing, dining, shopping, sharing a glass of wine and partying in a club. Superimposed graphics underscore the mood. “We staged scenes ranging from sorority sisters enjoying their 15th reunion to a middle aged couple on a romantic weekend,” says Hayes. “It’s experiential, a slightly heightened reality.”
Hayes shot the campaign in and around a Hilton Garden Inn in Del Mar, California. Gothold says that the director’s careful preparation allowed him to shoot the boards—and a lot more—so much so that the originally planned 15-second spots were extended to 30-second versions. “He promised to over-shoot the board and he did it without running overtime,” Gothold recalls. “He’d sometimes pick up a camera himself and grab shots. He’s a very hands-on guy.”
A highlight of the production was a concert scene shot at a local club with a live band. The improvised scene had a party atmosphere. “We used all of our extras and everyone was dancing and grooving,” Gothold says.
Hayes says that there were a lot of natural shooting locations at the Hilton Garden Inn and its environs, and that made for a very efficient production. “We had a lot of fun shooting in San Diego County,” he observes. “I was impressed with the hotel and its employees…and the food was delicious.”
STORY is represented on the East Coast by SuperPowers (646) 633-4578; in the Midwest by Melissa Thornley (312) 752-5369, in the Southeast by Miller + Associates, (954) 563-6004; in the Southwest by Gossip!, (214) 288-2813 and on the West Coast by Sherry Howell, (213) 999-9879.
For more information, visit http://www.storyco.tv/
Client: Hilton Garden Inn. Judy Christa-Cathey, Vice President Global Brand Marketing; Jason Hill, Brand Marketing Manager.
Agency: DGWB. Jon Gothold, Partner/Executive Creative Director/AD; Courtney Betley, Associate Creative Director/CW; Amy Krause, Executive Producer; Aron Orton, Editor; Brandt Weisman, Motion Graphics; Johanna Curgus, Group Account Director
Production: STORY. Blair Hayes, Director; Mark Androw and Cliff Grant, Executive Producers; MaryAnn Dezulskis, Producer.