Hilton Garden Inn
Photo art direction to shift a business hotel’s image to attract weekend travelers
The Goal
Appeal to the weekend crowd
Traditionally catering to business travelers, Hilton Garden Inn sought to attract more weekend guests with a campaign focused on family-friendly moments. To support this, I collaborated with photographer John Blais and a team of stylists, producers, and talent to create a library of targeted stock photos over five days. The photography has been widely used across web and print materials.
Project Details
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Hilton Garden Inn is known for business travel and gets a lot of bookings Monday through Friday. They wanted to reposition the brand as an option for weekenders, too.
In this photography library that I art directed, we wanted to tell the story of key weekend moments – sleeping in on a Sunday, family get togethers, pool time with the kids.
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The project took place over several months in 2016. The photo shoot took place over 5 days.
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I art directed this shoot, starting with talent scouting and shot list creation. I provided on-set direction and created the digital library after the shoot. I also provided my excellent and not awkward at all modeling skills when we needed extras.
Photographer: John Blais
Executive Creative Director: Jon Gothold