MGM Resorts Astonishing World
A global campaign idea that captured the spirit, wonder & fantasy of one most renowned resort & casino brands in the world.
CONCEPT CREATIVE DIRECTION ILLUSTRATION DIRECTION ART DIRECTION GRAPHIC DESIGN
This campaign idea was one of those “lightning in a bottle” moments for me as I was called into a large brainstorm meeting at an agency I formerly worked at. As everyone was sitting around and discussing possible directions we could take on developing an ad campaign for MGM Resorts. I thought, well they are so renowned on the world stage of hospitality, and one of the writers had this working title of “Astonishing World” that I was drawn to. So I spoke up and said “Why don’t we create a visual Shangri-la? A literal Astonishing World?” MGM runs the gamut of high-end and themed resorts, and I stated that we could create this grand illustration that showcases all of these wonderful places … I could see it in my minds eye. I worked closely with our internal retoucher/ illustrator to comp up an ad concept based on some of my rough sketches. The client was immediately onboard, and from there it took off. It was months and multiple rounds of working with a high end illustrator, Platinum FMD, based in Brazil. All told, the campaign was used in multiple ways from traditional advertising, collateral for the international team, large format promotion, on property and employee inspiration, etc. I still get people telling me how much they love it and enjoyed weaving through it with their eyes. It was and will always be a creative endeavor that I’m quite proud of.
Credits
Steve Averitt
Creative, Art, Illustration and Design Direction
Vanessa Guerrero
Initial Illustration Comps and Ideation
Tory Kooyman
Producer & Photo Capture for Final Illustration
Platinum FMD, Brazil
Final Illustration