Park MGM
Park MGM asked us to launch their new hotel. They wanted to stand for a different kind of Las Vegas, free from the debauchery, and nightclubs. Our answer was a campaign built around a narrative of romance, fate, and chance in a new kind of Las Vegas with If It's Meant To Be.
The campaign-launch commercial was created from the most hopeful and romantic place on the internet we know of: craigslist missed connections. Naturally, these messages became the voice and heart of our script, which paired their words with gorgeously composed visuals that were all shot from above and looked down on these chance encounters like two ships passing in the night.
Role: ACD/Copywriter
To extend the If It’s Meant To Be campaign we tested love at first site ourselves, taking to New York Craigslist Missed Connections in an attempt to help one girl find “The Guy In the Yellow Shoes on the G train.
With our help, soon her Craigslist hail mary was painted on a 20-foot mural in Williamsburg, Brooklyn.
