IF IT’S MEANT TO BE - PARK MGM
Concept + Art Direction
We embraced Sin City’s trust in fate and revealed a new version of Vegas, one that embraces the all the possible outcomes, good or bad, because if it’s meant to be, it will.
We found inspiration in an unlikely place: Las Vegas’ Craiglist’s Missed Connection pages. It captured the spirit of Vegas, the roll of the dice, the leap of faith, risking it all; it embodied the thrillseeker spirit and hopefulness we always felt was true to Vegas, as well as the creative class.
Ad Age: Critics Pick
Directed by Paul Hunter
Photography by Matt Lambert
GIFs by Christan Felber, Stephanie Gonot, Steve Giralt
As purveyors of chance, love and endless possibilities, we helped one hopeless romantic on her search for the man of her day dreams.
Agency Credits: Virtue Worldwide
Strategists: RG Logan, Quay Fox
Communications Strategists: Justin Schneider, Taylor Delbridge
Music: Charlotte Von Kotze, Rowan Puri
Associate Account Director: Ray Kang, Carli Nicholas, Hagan Rushton
Producer: Danielle Gruden, Leyla Rosario
Chief Creative Officer: Cameron Farrelly
Group Creative Director: Heather Pieske, Trent Roher
Creative Director: Jean Morrow, Andy Verderosa
Art Directors: Paul Raffaele, Myself
Copywriter: Alanna Watson, Madeline Leary
Design: Paul Raffaele