Case Study: Hilton's What's for Breakfast? Campaign

Project Overview:

Hilton sought a creative team to generate a distinct visual identity for its breakfast offerings across six hotel brands. The project, centered in the Washington D.C. area, required a suite of high-quality photographic and video assets, including still images, stop-motion GIFs, and video vignettes. This campaign was pivotal in re-introducing Hilton's enhanced breakfast experience post-pandemic and aimed at setting a new standard for complimentary hotel breakfasts.

Objective:

The brief focused on differentiating Hilton's breakfast services for its Focused Service and All Suites brands. The intention was to not only highlight the quality and variety of the breakfast options but also to infuse the unique personality of each brand into the visual content. Additionally, for Hilton Garden Inn, the scope extended to capturing their broader food and beverage offerings, including handcrafted cocktails and evening meals.

Challenges:

1. Diverse Brand Representation: Each of the six brands required a distinct visual representation while maintaining a cohesive look under the overarching "What's for Breakfast?" concept.
2. High-Volume Production: The brief demanded an extensive output - approximately 20 still images, 2-3 stop-motion GIFs, and 3-4 video vignettes for each brand.
3. Logistical Coordination: Organizing and executing the shoot in a studio with a commercial kitchen, accommodating the large Hilton team, and managing a high volume of food preparation and styling.

Approach and Execution:

1. Creative Direction: We developed a unique visual language for each brand, adhering to Hilton's detailed guidelines. This included specific shot lists, brand colors, and talent requirements.
2. Team Collaboration: Our team, including a Director of Photography and a skilled food stylist, worked closely to ensure each brand's essence was captured authentically.
3. Studio Selection: We chose a studio in the DC area with the necessary facilities to support the large-scale production.
4. Talent and Styling: We carefully selected diverse hand talent, aligning with Hilton's commitment to inclusivity, and coordinated with Hilton's representatives for food preparation and plating.

Outcomes:

1. Brand Differentiation: Successfully captured the unique breakfast offerings and brand personality for each Hilton brand.
2. Visual Impact: Delivered a comprehensive suite of assets that were visually engaging and aligned with the creative brief.
3. Operational Efficiency: Despite the complexity and scale of the project, all deliverables were completed within a tight timeline, showcasing our team's ability to manage large-scale, multifaceted productions effectively.

Conclusion:

The "What's for Breakfast?" campaign was a resounding success, significantly elevating Hilton's breakfast offerings in the competitive hotel market. The project not only showcased our team's versatility in handling diverse brand requirements but also reinforced Hilton's position as a leader in offering superior guest experiences.