Caesars Republic Lake Tahoe partnered with creative agency Fellow Kids in its latest installment of the “Great Redirect” campaign to relaunch the Hotel & Casino after its $200 million transformation into a modern alpine escape. “The Great Redirect” challenges the idea that traveling to luxurious destinations requires traveling internationally, reframing Lake Tahoe as a destination that delivers world-class experiences without leaving the country.
At a time when Millennial travelers are rethinking the value of long-haul trips, the campaign taps into a growing cultural shift toward high-quality, closer to home experiences. Directed by Pete Marquis via production house Good Behavior, this film features the restaurateur and celebrity chef Gordon Ramsay to deliver the campaign’s humor in re-direction, tapping into the generational tension between aspiration and accessibility.
Lacy Morrow, co-founder and head of brand at Fellow Kids, said, “We saw an opportunity to challenge the idea that meaningful experiences require going far from home–and to remind people that some of the most unforgettable moments come not from distance, but from a shift in perspective.”
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Credits
Client Caesars Republic Lake Tahoe Agency Fellow Kids Guto Araki, co-founder/chief creative officer; Lacy Morrow, co-founder/head of brand; Neal Desai, Eric Christy Manchester, co-founders/executive creative directors; Reece Hoverkamp, Seth Prandini, creative directors; Ali Issari, producer; Sayra Moran, social strategy. Production Good Behavior Pete Marquis, director; Victoria Guenier, exec producer; Adam Lawson, line producer; Zach Voytas, DP; Francois Jordaan, production designer. Editorial Whitehouse Brian Gannon, editor; Ava Blaugh, assistant editor; Kristin Angeletti, exec producer; Katrina Kuss, head of production; Jared Thomas, sr. producer. VFX/Postproduction Tribbo Bibinho Carvalho, VFX creative director; Rodrigo Pina, VFX creative director/VFX supervisor/sr. Flame artist; Erick Buosi, 3D/AI lead artist; Tato Carvalho, Ai artist; Rafael Flaminio, producer. Color Grade Trafik Ricky Gausis, colorist; Alexandra Garcia Ortiz, producer; Gemma Parr, color assist. Audio Post Lime Matt Miller, audio mixer; Ian Connie, audio assistant; Susie Boyajan, exec producer; Cassie Underwood, producer. Music Caya Ben Einziger, executive creative director; Tim Adams, creative director; Kiki Einziger, exec producer.
Jeep is launching “The Silent Edition,” a wildlife print campaign for the all-new 2026 Jeep Cherokee Hybrid shot entirely in nature, where the vehicle’s hybrid technology helped make the intimate images possible.
Created by Publicis Canada in partnership with award-winning conservation photojournalist Patricia Homonylo, the campaign places the vehicle within real wildlife environments without overtaking them. At lower speeds, the Cherokee Hybrid moves more quietly, allowing the images to capture animals in their natural state, undisturbed, with the vehicle integrated subtly into each scene. The work is running in National Geographic and Canadian Geographic.
Built around the idea “Let the wild stay wild,” the campaign explores how the Cherokee Hybrid’s combination of 4x4 capability and quiet electric performance allows for a more considered way of moving through nature. For Homonylo, that made access to stillness possible. “I’ve missed shots before because my car made too much noise. With this, it made a real difference.”
The campaign was shot over two days in Muskoka, Northern Ontario. Working with wildlife meant nothing was staged or guaranteed, only observed.
The campaign reflects Homonylo’s practice, where presence matters more than proximity. “It hasn’t been about getting close enough. It’s about being quiet enough,” she explained. “If I’m silent, if I’m still, animals will come closer.”
This behind-the-scenes film--directed by Reid Marshall and Cameron Marshall via ThePub Production--follows Homonylo in the field as she navigates remote environments and unpredictable wildlife, documenting her process under unobtrusive conditions. Created using only natural sound, it reflects the experience... Read More
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