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.
Californian lighting company Gantri has launched its wireless collection, aiming to transform people’s experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative agency newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of 10 lamps marks an achievement in both aesthetic and technical design.
Produced by production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects us all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection’s charisma and energy.
“The launch film is meant to capture a sense of wonder and community,” said Ukoh. “We wanted to create a vibrant film, fueled by the spontaneity of jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way.”
Matthew Donne, co-founder and creative director of newkid, added, “This is our first collaboration with Gantri, and at the center of our creative strategy is the dual meaning in the campaign platform ‘Light that moves you.’ Exploring the power of light in motion and the emotion of light, and how we could relay that through moving and still images. We loved working with Gantri, Fela, and William to introduce... Read More
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