Paul Raffaele
Client: Park MGM Las Vegas, a collaboration by Sydell Group & MGM Resorts International
Agency: Virtue Worldwide
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ABOVE THE LINE CAMPAIGN ASSETS
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The Park MGM Hotel, nestled in the heart of Las Vegas, is a fountain of fate meant specifically for the creative class. A place where the chance at romance pulses through every wall. Not somewhere just to shower and sleep, but a carefully-curated world for the iconoclasts to discover endless possibilities.

Virtue found inspiration in Las Vegas’ Craigslist Missed Connections and captured the mystery of young thrillseekers on their ever elusive search for “true love.”

We shot a suite of campaign images with fashion photographer Matt Lambert, a TVC 100% aerial at 90° above with dierctor Paul Hunter, and a bank of social content shot on-site with Christaan Felber, Stephanie Gonot and Steve Giralt. 


CAMPAIGN PHOTOGRAPHY SUITE:

Photos: Matt Lambert, Art Direction: Paul Raffaele, Sophia Moore


SOCIAL FRANCHISE CONTENT:

Photos & Animation: Christaan Felber, Art Director: Paul Raffaele



TVC:

Director: Paul Hunter



CREDITS:


Agency:
Virtue Worldwide

Chief Creative Officer:
Cameron Farrelly

Group Creative Director:
Heather Pieske

Group Creative Director:
Trent Rohner

Creative Director:
Andy Verderosa

Creative Director:
Jean Morrow

Senior Art Director:
Paul Raffaele

Art Director:
Sophia Moore

Copywriter:
Alanna Watson

Copywriter:
Madeline Leary
Head of Strategy:
RG Logan

Strategy Director:
Quay Fox

Communications Strategy Director:
Justin Schneider

Senior Communications Strategist:
Taylor Delbridge

Music Supervisor:
Charlotte Von Kotze

Associate Account Director:
Carli Nicholas

Account Supervisor:
Hagan Rushton

Producer:
Danielle Gruden

Head of Production:
Emma Starzacher


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