Hilton - The Ad You Stay In
Director | Writer
I wrote and directed the award winning campaign for Hilton. Having spent the better part of a year honing my TikTok skills while serving as creative director on Group Hug, I was able to put all of my ideas into practice on this campaign. When TBWA came to me with the idea of making a 10 minute long TikTok, I thought they were crazy, but the. I thought about how long I spend on TikTok (much more than 10 minutes) so if I could trick people into getting an entire session of TikTok out of a single ad, maybe we could make something that hadn’t been seen on the platform before. I wrote and shot an insane pitch, an manic mashup of different creators, transitions, and content types, and TBWA and Hilton went all in on it.
The result was over 35 million views, a slew of trophies, and most importantly for the brand, 55,000 new Hilton Honors members.
Check the video below to see a side by side of my pitch.