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AC Hotels by Marriott: Unpacked by FF New York

Date: Mar 2018
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FF New York has worked with The Mill to produce a new campaign for AC Hotels, part of the Marriott portfolio. Targeted at entrepreneurial minded, design-conscious business travelers, the hotels are designed for a curated experience in the mid-range of price. The campaign focuses on communicating to customers through an examination of the smallest details, and how they add up to the broader experience.

'Unpacked,' takes viewers on an artistic journey, going behind the scenes with the people responsible for the detail-oriented moments that define the AC experience.

The campaign focused on the design of the hotel scent, the industrial design behind the Berkel slicer feature in the kitchen of every property, as well as a deep dive into architectural details. Using a split screen technique, the films feature the equation behind key moments in the hotel experience: the math, the mechanics, and the chemistry.


Agency: FF New York

Client: AC Hotels by Marriott

Title of ad: Unpacked

Chief Creative Officers: Fred & Farid

Brand Supervisor: Benoit Racle, Tracy Scarlato, Julia Washington, Jaclyn Tesone

Agency Supervisor: Amanda Hellman, Augustin Zeller, Madeleine Loosbrock

Creative Director: Laurent Leccia

Copywriter: Adriana Leite

Associate Creative Director: Michael Hess

Art Director junior : Jack Hwang

Head of strategy: Colin Nagy

Brand strategist: Emily Mulvey

Agency Producer: Amanda Van Caneghem

Production Company: The Mill

Production Company City: New York City

Director: Oliver Davies & Annais LaRocca

Head of Content US: Ian Bearce

Executive Producer: Zu Al-Kadiri

Producer: Tia Perkins

Post-Production: The Mill

Post Producer: Cynthia Louissaint

Editor: Leanne Belgiorno &Joe Simons

Music by: Tuesday Collective

Sr. Producer: Vida Ventura

Jr Producer: Sid Rao

EP: Theo de Gunzburg

Sound Design by: Gramercy Post

Audio Engineer: James Foster

Place of shoot: Brooklyn, NY | NYC, NY | Miami, FL

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