Lifestyle Advertising

Creative Brief|  Photography  |  Campaign

Overview
Stemming from the hotel's deep roots in the rock and roll cultures and its quest for a quality experience, we've narrowed our focus of this photoshoot to a theoretical group of successful guests who appreciate a great time whether their staying for business or pleasure. These are the people who've always had and will keep that 'edge' in their ongoing lives no matter their success. Utilizing the hotel property and its amenities, we plan to take the viewer through a day to night experience highlighting what is unique to the San Diego Hard Rock from the perspective of a single male, single female, couple and group of tight-knit friends. 

Consumer Profiles

• The Single Man​
  • A successful and confident individual in his field of work looking for more out of his hotel experience than just a place to crash. He is well kempt and takes pride in his wardrobe, but has an uncanny ability to not show it. A modern Don Draper with the past a little more rough than one would assume.
• The Single Woman
  • A great mix of edge and class, this woman is looking to be accommodated and let loose a little. She's an independent woman that knows what she likes. Think highly of Katherine Hepburn? Then you'd be envious of this girl.
• The Couple
  
  • Always on the go and here to have a great time, these two independent souls have fallen for each other and can never be separated. Despite living wild independent lives these two always find the time for those little moments.
• The Friends
  • A close group of friends who want to be treated like rock stars and only one place comes to mind this weekend. There's never a dull moment when you get this attractive group together. With money not an issue, these 5 are going to take advantage of everything this hotel has to offer.