Melia is one of the largest hotel companies in the world. So, for their first ad campaign in the US market we wanted evoke the company's Spanish origins. A culture very proud and passionate, and that heritage is very inherent in every aspect of their offering. It's what differentiates their brand from the competition. Art Directed by my partner at TS&P, Hugo LaTorre, our print ads featured exquisite B&W portraiture of "hotel staff" (actually using real flamenco dancers as models) striking classic poses as they perform their duties. And then using my simple, minimalist tagline "Passion. It's In Everything We Do."
