LUXOR

Go Bold

Luxor—the iconic black pyramid of Las Vegas—a glowing celebration of amplification. Inside, things tend to be hotter, spicier, funnier, stranger, and simply bolder. It’s a monument to the flamboyant, the electric, and the “holy sh*t did you just see that?” Its beam is an invitation to those hungry for thrilling surprise and adventures unknown. Look to the sky, answer the call, and go bold.

STRATEGY

Luxor has long struggled with audience misalignment. As one of the most affordable resorts on the strip and one with an older average guest age, the risk of Luxor setting the wrong expectation with marketing is high. Its sleek exterior gives way to an outrageously high-energy eclectic experience inside.  In short, data indicates that guests expecting an alluring, chic, and sumptuous experience leave very disappointed. Guests who come expecting value, maximum “Vegas”, and exciting entertainment options love the experience. The new branding seeks to lock-in an exception of thrill and also avoid standard Las Vegas lifestyle-based marketing—one whose brand assets largely trap themselves into demographics of either too young or too old. It’s all about the iconic destination and the expectation of experience.

CREATIVE DIRECTION

A pyramid built for thrills and the wildly unexpected requires a branding system to serve as its exclamation point. An inexhaustible, highly stylized, and boldly escalating Egypt-meets-Vegas extravaganza. Every visual, headline, and touch point dramatically asks all to join in the fun.

MOTION DESIGN

To be bold is to be in motion. Unapologetically large type animations work in concert with dramatic shots bathed in light, energy, and flair—all to set the stage for the action-packed experience to come, regardless of format.

LOCATION
Las Vegas

ROLE
Creative Director, Photographer

CLIENT
MGM Resorts

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