A collaboration between MGM Resorts International and Morgans Hotel Group, the company responsible for the original trailblazing boutique hotel in South Beach, Delano Las Vegas officially opened its doors Sept. 2, 2014, showcasing a study in restrained chic. To announce the opening of Delano Las Vegas RPA created the "Defiantly Inspired" campaign as an immersive experience with video, print, out-of-home and digital elements aimed at the more savvy traveler seeking culture and new experiences.
At the centerpiece of the campaign is a brand video that brings to life the high-end modernism that Delano Las Vegas stands for and will live online. The film, by British design collective ShotoPop, combines a mixture of live action, 2D, 3D and cell animation taking inspiration from the Mohave Desert and furniture pieces exclusively designed for the hotel. With an original jazz track from Bullet and Phil Mossman (LCD Soundsystem) it follows a stylish couple that eventually disappears into abstract art, offering a fresh take on a Vegas love story.
Like the brand film, each photo features the hero couple and custom furniture as part of its overall design story. Zach Gold, a New York fashion photographer and fine artist, created the imagery. Gold's photos blur the lines between hospitality, fashion and high-design and further differentiate Delano Las Vegas as a premium hotel aimed at a guest with a creative lifestyle.
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