The Challenge
Pendry’s Manhattan opening required introducing a luxury hospitality brand into one of the most competitive hotel markets in the world. The campaign needed to reflect both New York’s energy and Pendry’s California-rooted sophistication.

The Approach
We built a social-first teaser campaign rooted in contrast — glamour and grit, chaos and sanctuary. The creative juxtaposed the pulse of the city with moments of calm and refinement, positioning Pendry as both immersed in and elevated above the New York experience.

My Role
Creative Director, Art. Led concept development and visual direction, defining the tonal balance between urban energy and laid-back luxury across digital and social executions.