SP—070 / Hospitality & stays · Awareness campaign
LONG WEEKEND
A creative direction for a short-break hospitality concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop LONG WEEKEND, a fictional concept for a short-break hospitality concept. Room descriptions alone rarely communicate what it feels like to stay somewhere. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
Travellers choosing a place for its atmosphere, location and sense of welcome.
The strategic idea
“MAKE TWO DAYS FEEL BIGGER.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Build the story around a distinctive guest moment, then connect that feeling to clear room and booking information.
The creative direction
An original arch-inspired graphic, assertive typography and a #FFC700 colour field create the visual language for LONG WEEKEND. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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