Cyber Sale hand-lettered type treatment on a textured background

GrandLife Cyber Sale Campaigns

Developing campaign creative for the largest sale of the year

Role

Designer, Marketing Manager

Team

Michael Zayas, Marketing Director

Briana Stanley, Creative Director

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The Goals

Both GrandLife Hotels (Roxy Hotel & The Soho Grand) participate in a yearly cyber sale a la Black Friday. Each year this sells millions of dollars of room night revenue. Because of this endeavor I strive to make interesting creatives that are eye-catching and thought provoking, relying on more graphic treatments than photographic to better position against the competition.

Creative Approach

Because of the retro nature of the brands, cyber is a difficult aesthetic to bridge. So many of the visual choices are inspired by art-deco era interpretations of the future, akin to the 1939 World's Fair. That with a little Blade Runner or early 1990's glamour, all thrown together into these surreal subjects have been successful in grabbing the audience's attention. Blending the familiar while looking for unique ways to reinterpret that is core to my conceptual practice.