Moxy Hotels
MOXY HOTELS
CONCEPT, PRINT CAMPAIGN, BRAND VIDEOS
PRINT CAMPAIGN
THE ASK - WORKING WITH PIPA CUMMINS FROM CUMMINS AND PARTNERS, WE WANTED TO FRESHEN THE MOXY BRAND IMAGE AND MESSAGE ...."MOXY GROWS UP" WAS THE TERM GIVEN TO DANIELA.
THE CREATIVE - DANIELA’S WINNING TREATMENT SHOWED THE CHARACTERS AS LESS OUTRAGEOUS AND MORE FUN, AND THIS WAS A LOT TO DO WITH CASTING AND WARDROBE.
THE OTHER PART OF THE APPROACH WAS TO SHOOT IN A CINEMATIC MANNER FOR BOTH FILM AND PRINT. DANIELA'S IDEA WAS TO MAKE THE FILM ONE CONTINUOUS TAKE, SO DANIELA'S CHOREOGRAPHY WAS CRITICAL TO BE ABLE TO CREATE WIPES AND RAMP THROUGH PARTS TO FEEL LIKE ONE CONTINUOUS TAKE. THE EDITOR, CHRIS VALORI, AND PRODUCER SPENCER KOHN DID A WONDERFUL JOB.