Anthony Scerri Design
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#HILTONAMEX

To celebrate the New Hilton American Express Honors Card, we created an event where we invited guests to SEE. HEAR. TASTE. And PLAY, exploring unique experiences only Hilton and American Express can offer. The experiences were all influenced by card member passion points, and used as the inspiration for all our creative and design executions. The event was designed to be shared, and was topped off with a live performance by The Chainsmokers.

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We'll talk about the flamingo later...

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ROLE

DESIGN DIRECTION + CONCEPTION +PHOTOGRAPHY + VIDEO CONTENT


 

CHALLENGE:
Create a physical manifestation of the benefits cardmembers attain with their new co-branded AMEX/Hilton Honors credit card.

IDEA:
To celebrate the New Hilton American Express Honors Card, we created an event where we invited guests to SEE. HEAR. TASTE. And PLAY, exploring unique experiences only Hilton and American Express can offer. The experiences were all influenced by card member passion points, and used as the inspiration for all our creative and design executions. The event was designed to be shared, and was topped off with a live performance by The Chainsmokers.

WE DELIVERED:
Brand Presence + Visuals // Exclusivity // Social Impressions // Large Scale Sculptures // Interaction Zones // Musical Performances // Media Buzz


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We created a neon/LED inspired space for sports fans to enjoy and interact with. Fans were in awe of our massive basketball backdrop (375 to be precise), while others took pictures with the Brooklyn Nets' own Hype Team.

 
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For travel, we separated the space into 3 cities: San Francisco, London, and Miami. Each area had their own distinct look and feel based on its designated city. Guests lined up to take a photo in each of our colored plexi/neon/LED themed worlds.

San Francisco: Varying, oversized letters that spelled out San Francisco and at the same time, shaping out to be the Golden Gate Bridge.

Miami: A 12 foot long neon flamingo that spelled out "Miami" set the tone for the plexi-glass speed boat and palm trees.

London: Big Ben. The London Eye. Just be sure to "Mind the Gap".

 
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Guests were unexpectedly surprised behind every door of our Food Passions Wall as each door contained a themed dish that replenished itself once the door closed. Multi-cultural food carts were also spread across the space delighting everyone with bites from all over the globe. 

 
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We ended the night with 2 musical performances. Charlie Puth warmed up the night with the Chainsmokers blowing the roof off as headliners. I was there. They were insane...

 
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Let's just say that Anna Kendrick posted a pic on Instagram and it got 293,639+ likes...

 
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34 media guests from top-tier entertainment, lifestyle and travel outlets, including People, Refinery29, BuzzFeed, People, InStyle, Marie Claire, The Points Guy, Business Insider, Entertainment Weekly, Coveteur, Travel + Leisure and more.

EXTRA and CNN Entertainment conducted pre-show interviews with Charlie Puth, andInStyle and Forbes conducted pre-show interviews with The Chainsmokers, with all coverage expected to run in the coming days.

The launch of an influencer partnership with 4 influencers who will continue working with us through the ATL campaign including Blake ScottMelody EshaniJeremiah Davis and Christie Ferrari.

Notable actress, Anna Kendrick, made an appearance and shared the experience on her Instagram.

15 media guests attended the engaging business panel, including CNBC, American Banker, Bloomberg, ValuePenguin, Business Traveler News and more

Bloomberg conducted interviews with Audrey Hendley and Mark Weinstein, and CNBCinterviewed panelist Nick Brown of Soludos.

Since November 1st, overall media coverage surrounding the new Hilton and American Express co-branded cards has garnered 200.8M+ earned media impressions, resulting from 94 stories. Media sentiment has been predominantly positive with 93% of coverage classified as neutral/positive, and only 7% classified as negative.

 
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MIAMI

The idea sat in front of my face for months and I didn't even realize it. After months of endless glancing, I came up with the idea to create a 12 foot long neon centerpiece inspired by classic Miami vibes.

 
 Pretty sure this has been sitting here for over a year...
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THE GOLDEN GATE BRIDGE

I wanted to recreate this iconic bridge in a new, but familiar way for guests. By using the orange and combining it with large plexi letters (at alternating heights), people instantly got the connection.      

 
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LONDON UNDERGROUND

Inspired by the London Underground, I implemented the brand colors and stretched  the iconic blue bar across the entire name giving it a unique but familiar execution.

 
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Throughout the event, I recorded key moments using nothing but my Samsung Galaxy S8 and OSMO Mobile Gimbal. I compiled enough footage to edit and create a short video about the event for ourselves and clients to share. Seeing how the event was heavily infuenced by photo moments, it felt fitting to capture with just my phone.

 
 

TEAM

David Chamberlain - Experience Director NA // Kevin Gosselin - Group Creative Director // Eunhae Kang - 3D Experience Design Director // Oscar Ma - Experience Designer // Armando Gonzales - 3D Experience Designer