citizenM
Brand Strategy| Campaign Ideation| Creative Direction| Production| Tone of Voice
citizenM are an affordable luxury hotel chain with locations across the globe, with an absurd, dreamlike dadaist aesthetic. Think pens that you're encouraged to steal, fabric dolls in every room, a colour changing shower and a lot of gnomes. Across TikTok and Instagram we created regular content that tapped into cultural and social trends in their signature style, whilst still retaining a luxury feel through craft and design.
where Citizens Collide
San Fran is the City of Dreamers and birth place of airbnb - so it seemed only right that our creative concept centred around the one thing airbnb cant give you - the hotel lobby, filled with such a variety of people, you never know who you'll collide with. We selected four inspiring San Fran natives, from a Drag Nun to a female cannabis advocate, filming their view of the city whilst using TikTok inspired transitions to show them colliding and crossing paths with each other.
Team: Paddy Smith, Hannah Penhall, Will Menko, Fleur Page, Mary Kingcott, Jack Sirkett