Marriott Video Revision
Fall 2024 | Adobe Illustrator, Creative Brief Production
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What is this project?
For this project, I was tasked with creating a fictional advertising campaign concept for Marriott, a global hotel brand known for providing exceptional travel experiences. The goal was to develop a 30-second TV ad that would emotionally connect with Marriott's target audience by showcasing the brand’s values of comfort, luxury, and unforgettable experiences. The concept revolved around showing relatable, slice-of-life moments in Marriott settings, such as families enjoying vacations, couples celebrating milestones, and business travelers finding peace and relaxation. The ad aimed to highlight Marriott as more than just a hotel, it would position Marriott as a place to create lasting memories. Additionally, I created a storyboard to visualize the progression of the ad and the key moments of connection and celebration.
How did I prepare?
In preparation for the project, I conducted thorough research into Marriott's brand identity, its target demographics, and the broader hospitality advertising landscape. I reviewed Marriott's existing campaigns, focusing on their core messaging and the emotions they aimed to evoke, such as warmth, relaxation, and a sense of belonging. I also analyzed successful ads from competitors in the travel and hospitality industry to identify common techniques and strategies that resonated with viewers. This research informed my creative decisions and helped me align the campaign with Marriott's existing brand tone. After synthesizing these insights, I created a detailed outline of the ad's structure, ensuring that each frame conveyed the desired message in a clear and impactful way.
How did I put my plan into action?
Once I had a strong understanding of the brand and audience, I moved into the design phase. I developed the storyboard, breaking the ad into key moments that would unfold over 30 seconds. The ad featured everyday scenes such as a family arriving at a Marriott hotel, a couple enjoying a romantic dinner, and a business traveler finding calm at a Marriott spa. I focused on making the visuals warm and inviting, reinforcing Marriott’s identity as a comfortable yet luxurious brand. I also considered the music and sound effects, choosing a calming and uplifting soundtrack to enhance the emotional connection. The storyboard was designed to be visually cohesive, with each frame conveying a sense of peace, joy, and connection, culminating in the call to action: “Create unforgettable memories with Marriott.”
What were my results and lessons?
The results of my project were positive, as I received strong feedback from my professor, who praised the emotional depth of the ad and its alignment with Marriott’s brand values. The final grade was high, and I was commended for my ability to balance creativity with strategic brand messaging. One of the main challenges I faced was ensuring that the ad felt authentic while maintaining the necessary brevity for a 30-second spot. To overcome this, I focused on using simple, relatable moments and avoided overly dramatic scenarios, allowing the emotions to come through naturally. Through this project, I learned the importance of understanding the brand’s core message and how to communicate it effectively through visuals and storytelling. I also gained valuable insights into the challenges of crafting concise but powerful narratives, a skill I will apply in future projects.