Luxury, line by line
A brand campaign for Delano — MGM's all-suite luxury hotel on the Las Vegas Strip — through McCann / CraftWW.
MGM — Delano Las Vegas
Luxury, line by line A brand campaign for Delano — MGM's all-suite luxury hotel on the Las Vegas Strip — through McCann / CraftWW.
Translate the hotel's design language — restrained, modernist, minimal — into motion. The idea: thin lines drawing themselves into typography, one stroke at a time, as if the hotel were being authored on screen.
Translate the hotel's design language — restrained, modernist, minimal — into motion. The idea: thin lines drawing themselves into typography, one stroke at a time, as if the hotel were being authored on screen.
Typography as architecture. Each letterform built line by line — drawn before it stands. The animation itself became the brand statement: deliberate, measured, exact.
Typography as architecture. Each letterform built line by line — drawn before it stands. The animation itself became the brand statement: deliberate, measured, exact.
We kept the palette tight — no more than two tones at a time — and let the geometry of the lines carry the rhythm. Negative space worked harder than imagery. The hotel itself never appeared on screen. Only the idea of it.
We kept the palette tight — no more than two tones at a time — and let the geometry of the lines carry the rhythm. Negative space worked harder than imagery. The hotel itself never appeared on screen. Only the idea of it.
Across films and cutdowns, the same logic held: type as construction, line as gesture, restraint as luxury. Delano arrived on screen the way it arrives in person — quietly, precisely, with nothing wasted.
Across films and cutdowns, the same logic held: type as construction, line as gesture, restraint as luxury. Delano arrived on screen the way it arrives in person — quietly, precisely, with nothing wasted.
