STRATEGY AND DESIGN DIRECTION

Objective
Led creative strategy and art direction for Hilton Style of the Stay, a flagship lifestyle initiative showcasing Hilton’s 100 top-performing properties. The goal was to elevate brand perception through aspirational storytelling while driving consideration and intent across key traveler segments.

Approach & Responsibilities
Partnered with internal marketing stakeholders and external creative teams to develop a unified visual framework that balanced brand consistency with local authenticity across global locations. Defined the creative direction, mood, and narrative approach for photo and video shoots, ensuring each property was represented through a cohesive lifestyle lens aligned to Hilton’s brand platform.

Oversaw end-to-end production, from concept development through post-production, establishing visual standards and quality benchmarks across all deliverables. Collaborated closely with marketing and channel teams to design assets for omnichannel performance, ensuring content was optimized for digital, social, email, and print applications. This systemized approach enabled scalable content creation while maintaining a premium, editorial aesthetic.

Results & Impact
Delivered a robust, reusable library of lifestyle photography and video that became a core creative foundation across Hilton’s marketing ecosystem. The campaign strengthened brand affinity and increased engagement across channels, supporting elevated awareness and consideration for Hilton properties worldwide.

Media & Activation
Assets were strategically activated across paid and owned channels including web, social, email, digital advertising, and in-property touchpoints, as well as print collateral such as brochures and magazines—creating a consistent, immersive brand experience throughout the guest journey.