Client: Conscious Hotels

Year: 2025-2026

Agency: In-house, Conscious Hotels & Hotel V

Project: Campaign Concept, Creative Direction & Brand Strategy

My Role:

Concept development, brand and creative direction, shoot planning and creative selection, cross-functional collaboration with marketing strategy and production

"You Decide" is a campaign built around the idea of choice: staying at a Conscious Hotel is as flexible as it is sustainable. Using a playful "This or That" format, the campaign shows that conscious travel is never restrictive and always led by the guest.

I co-developed the concept together with two colleagues from the marketing team, and led the creative and brand side of it: shaping the concept, the visual and tonal direction, and ensuring everything produced stayed true to the brand. A colleague led the marketing strategy in parallel, and our manager signed off on the final direction.

Execution & Collaboration

Team: Worked alongside two marketing colleagues (concept and strategy), an external videographer and their production team, and hired actors/models for the shoot.

My Role:

Led creative concept development from the brand side, translating the "You Decide" idea into a full campaign system.
Planned and directed the selection process for the shoot, working closely with the external videographer's team to make sure every scene, location, and choice stayed true to the concept and brand voice.
Directed the visual language: a mix of live footage with the brand's signature hand-drawn scribbles and clip-art animation, split-screens, and a cheeky, inclusive tone of voice.

Deliverables:

A 50 second hero campaign video built entirely around paired "This or That" choices, with a full shot-by-shot script covering visual focus, sound design, and on-screen text/scribbles for each beat.
An Instagram "Add Yours" social template, letting guests share their own choices from their stay under Conscious Hotels' branding.
A dedicated campaign landing page on the Conscious Hotels website featuring the video and a "Book to Unlock" call to action.