Love all ways swoon nyc

LOVE ALL WAYS A N

I N T E R A C T I V E

C A M P A I G N

F O R

W

H O T E L S

INTRODUCTION LOVE IN ALL WAYS. IN ALL PLACES. AT ANY TIME. These are the themes of the interactive video campaign we would like to create for W Hotels.

In light of the momentous US Supreme Court ruling for marriage equality across America, we want to showcase W Hotels’ ongoing commitment to the LGBTQ community, as well as the products and services they offer to couples.

The campaign will be upbeat, romantic, light-hearted, entertaining, and uniquely interactive. The content will inspire audiences to spend time with the video, interact with it, share it, and feel connected to the W Hotels brand.

COLOR P

L

A

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COLOR PL AY This concept explores a somewhat surrealistic, pop-art world that allows the viewer to find the couples that match and then watch what fun ensues.

Imagine a collection of cards, each one representing a unique and secret character. Viewers must find which character goes with which by hovering over each card to see what color background they have as well as to hear them say something they love about their partner that gives the viewer a clue.

Now imagine a digital representation of a hotel, cross-sectioned like a doll house, but made to look like a W hotel. Each room of the hotel is represented by a color, and each couple is assigned to one room. Much like a “Memory� card game, viewers must find which character belongs with which, and where they belong in the hotel.

Once the viewer has found a match, he/she can watch a little video about what happens in that room between the two characters. Each video would be shot in-studio, with strong and bright, on-brand colors. Various things can happen in different spaces to showcase all the appropriate W hotel products and services.

For example, one room could represent a honeymoon suite, and perhaps we see one woman carrying her bride over the threshold. Another room could be a bachelorette party, another a wedding reception. Each one would be able to stand alone in an entertaining way, but perhaps also, ALL videos could play at the same time within the graphic representation of the hotel structure if the viewer so chooses.

INTERACTIVE

COMPONENT This user-friendly match game allows viewers to replay and rewatch the video, matching all the pairs and exploring the colorful vignettes.

VOICE OVER

OPTION Depending on the direction this concept takes, there are options for incorporating compelling Voiceover. Voiceover could be of couples discussing how they met, individuals giving their take on first impressions or when “they knew they’d found the One.” Or, various characters could be reading a love letter or message in Voiceover.

In the end, many voices could start to overlap each other and swell in volume and number of voices, all to end up saying, powerfully: “I love you.” or “Marry Me.” or “That’s when I knew.”

Cut to graphic: LOVE. ALL WAYS. W Hotels.

REFERENCE VIDEO GUCCI https://vimeo.com/97934925

GUESS WHO

GUESS WHO This concept follows the stories of 8-10 people, individually, each one on their way to meet up with someone else (possibly for a first date, a surprise proposal, or their wedding ceremony!).

Viewers can INTERACT with the stories by choosing which character they want to follow and when.

At times, the stories will purposely mislead the audience in order to surprise them. The viewer doesn’t know which person will end up with which, or where exactly each person is headed until the very end.

For example, the viewer might see a man prepping his hotel room for a romantic proposal. Nervous and excited, he’s placing candles and flowers, checking his hair in the mirror, finding the ring. He might even rehearse getting down on one knee. He runs down the hall to get some ice and bumps into a bell boy. The viewer has the option to click on the bell boy to follow his story, or continue to follow the original man.

INTERACTIVE

COMPONENT After viewers see a montage of different individuals getting ready, viewers have the ability to choose which person they want to follow.

They can switch between people, and follow different stories. Some characters cross paths, others do not. No matter who they decide to watch, they all come together in one final scene.

VOICE OVER

OPTION Depending on the direction this concept takes, there are options for incorporating compelling Voiceover. Voiceover could be of couples discussing how they met, individuals giving their take on first impressions or when “they knew they’d found the One.” Or, various characters could be reading a love letter or message in Voiceover.

In the end, many voices could start to overlap each other and swell in volume and number of voices, all to end up saying, powerfully: “I love you.” or “Marry Me.” or “That’s when I knew.”

Cut to graphic: LOVE. ALL WAYS. W Hotels.

REFERENCE VIDEO LOVE IS THE ANSWER https://interlude.fm/v/Vy950V

ONE ROOM MANY LOVES

ONE ROOM MANY LOVES

This concept centers around one space: perhaps a coffee shop, a bar, or a lobby area lounge. Various characters come in and out of the scene.

The video will give viewers the impression they’re watching a live feed they can check at different times of the day. But they will actually have the chance to control what time of day they want to see.

Depending what time they choose, they will see different parts of each character’s story. They will also have the opportunity to control some aspects of what happens to the characters.

INTERACTIVE

COMPONENT For example, the video opens on a wide shot of a cafe, a few of our characters are milling about. Some might already be in couples, others have not met up yet with their partners. One sits, drinking coffee and paging through a newspaper, another is ordering at the counter, and yet another one waits impatiently by the window, looking at her watch.

The viewer can click on a representation of a clock to choose WHAT TIME OF DAY he/she wants to see, and the video moves into the chosen scenario. Each scenario tells another part of each couple’s story, and each scenario is activated by a time of day on the clock.

Also, within each scenario, the viewer can have the ability to determine what happens to the characters. For example, if one of our characters leaves his coat on his chair, the video could prompt the viewer to choose who in the cafe picks it up to give it to him.

VOICE OVER

OPTION

Depending on the direction this concept takes, there are options for incorporating compelling Voiceover. Voiceover could be of couples discussing how they met, individuals giving their take on first impressions or when “they knew they’d found the One.” Or, various characters could be reading a love letter or message in Voiceover.

In the end, many voices could start to overlap each other and swell in volume and number of voices, all to end up saying, powerfully: “I love you.” or “Marry Me.” or “That’s when I knew.”

Cut to graphic: LOVE. ALL WAYS. W Hotels.

REFERENCE VIDEOS HAPPY BY PHARRELL http://24hoursofhappy.com/ ONLY JEANS http://www.onlybecausewecan.com/

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