VSA Partners “went big” in the new campaign showcasing the detail orientation of their client Hyatt as relates to meeting planners needs.
The strategy culminated in the key message, “A million details. One unforgettable experience,” derived from the insights gleaned in putting together a successful event: it’s about the “millions” of details and the people who manage all of them to create a seamless, remarkable experience. The campaign includes print, digital, social media, sales collateral and email marketing efforts.
The life-sized nature of the tableaus turned into a significant technical challenge, not just for photographer Mark Wiens (who stayed in a crane basket for hours at a time while assistants carefully arranged items) but for the stylists who tracked down the raw materials, some of which were actually raw: “There’s a bunch of different vegetables in there, from romanesco to tomatoes to lemons, not to mention charcuterie plates, bottles of water, lanyards, full table settings, hotel key cards and so much more,” reported Britta Hernalsteen, VSA Associate Creative Director, who noted the extreme attention to detail over the three-day shoot. “Because it was all done in camera, we were going on set repeatedly with rulers to make sure everything was aligned and evenly spaced. As a result, it all feels real and turns out to be a better product than if we had done it digitally.”
VSA Partners Credits:
Photographer: Mark Wiens
Associate Director, Art Production: Karen Fast
Creative Director: David Harbarger
Associate Creative Director: Britta Hernalsteen
Writer: Sierra Swanson
Designer: Hannah Mowrey
Designer: Andrew Reaume