CREATIVE DIRECTION

Calling to the troublemaker inside every guest, the unbridled branding and campaign put carefree and primal delights on display, promising a baroque playground of endless upscale antics and outrageous experiences. Wild is not just allowed, it’s encouraged. This is a menagerie of mischief.

What are humans but a handful of silly monkeys looking to get into some fun trouble? Utilizing an art direction that is as vibrantly playful as its message, the result is a stylistically fresh and boisterous campaign unlike any other in the hospitality category. 

Among the funky art, deeply cool bars and endless oddities roamed instigators of nonsense, the Mischief Makers. These special SLS employees were tasked with facilitating amusing and mischievous scenarios for guests. Another round of cocktails on the house? Access to a secret location? A playful dare to cannonball into the pool with an unknown reward waiting for you at the surface? Who knows, anything goes.