Brand Development

Campaign

Rule The World.

Redefining Luxury in the Heart of Vegas

An epic rebrand and ad campaign for Resorts World Las Vegas, a $4.3 billion casino resort. With a powerful campaign that truly embodied the resort's vibrant lifestyle offerings, we transformed a previously fantasy-based brand identity into a realistic and captivating spectacle.

OVERVIEW

CLIENT

Resorts World Las Vegas

YEAR

2022-2023

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ABOUT

Resorts World Las Vegas, a majestic casino resort, needed a rebrand to effectively portray its authentic lifestyle allure. Its initial brand unveiling in 2021 lacked the vibrancy and allure of its actual offerings, leaning more towards a fantasy-based commercial. In collaboration with B&P Advertising and acclaimed director Kenneth Cappello, we embarked on an ambitious journey to rectify this discrepancy and represent the resort's true character.

CHALLENGE

Our primary goal was to shed the previous fantasy-inspired narrative and instead, encapsulate the realistic, captivating, and sophisticated lifestyle that Resorts World Las Vegas offers. The challenge lay in creating a fully-fledged campaign that spanned photography to video, effectively portraying the high-end and vibrant experience of the resort.

Before

After

Collaborative Conceptualization

The inception of the campaign, 'Rule The World', arose from a shared vision between B&P Advertising and the Resorts World team. B&P laid the foundation of the campaign concept, which was further refined and perfected through collaborative efforts with Resorts World. Once the conceptual groundwork was laid, Kenneth Cappello stepped in to enhance and augment the concept, drawing from his firsthand experience with the resort to inject a level of authenticity and personal connection into the project.

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Vignette-Based Campaign Development

The campaign's design process involved the creation of several vignettes, each showcasing a unique facet of the property - from the porte cochere to the nightclub. The purpose of these diverse settings was to reinforce the message that Resorts World Las Vegas is a place designed for everyone, offering a range of experiences to suit different tastes. This vignette-based approach allowed for a holistic portrayal of the resort's diverse offerings, making it not just a single destination, but a world unto itself.

RESULTS

The "Rule The World" campaign was a resounding success, resulting in a redefined brand image that truly resonates with the upscale and vibrant lifestyle that Resorts World Las Vegas offers. Reflecting on this project, the power of accurate storytelling and the integration of quality visuals in showcasing the true essence of a brand became evident.

COLlaborators

Chief Marketing Officer

Ronn Nicolli

Vice President of Marketing & Advertising

Nick Martini

Agency

B&P Advertising

Director

Kenneth Cappello

Creative Producer

Jamie McPhee

Third-Party Production

Resin Projects

Sr. Marketing Manager

Martesha Deason

Sr. Marketing Manager

Thomas Siu

Sr. Graphic Designer

Corvo Rubio

Graphic Designers

Jasmine Secopito, May Nguyen, Breena Rodriguez, Coddy Addams, Keziah Chung

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