Construct + The Carlton Tower Jumeirah

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Launch Campaign Creation and Art Direction


Construct have created the Concept and Art Direction for the launch campaign for The Carlton Tower Jumeriah's London flagship.

With a brief to communicate the re-definition of the luxury hotel, where experience comes first. Dynamic, aspirational, personal and innovative. This is a theatre in which guests can live magical moments, the best service experiences in London.

The campaign uses the promise ‘Expect The Unexpected’ and unfolds over 8 stories told in still photography and film. Conjuring a dreamlike landscape of service, experience and memory. Balanced between the real and the imagined, the blurred boundary of dreams, memories and emotions are brought to life in a vivid visual narrative.

The campaign creation required a complex set build with landscapes created of buildings, flowers and foliage, cakes and clouds. The shoot took place over several days with stills and film shot simultaneously.





With a warm thanks to Jumeirah Hotels and Resorts

Creative concept – Construct
Art direction – Construct

And credit to our wonderful extended project team:

Photographer – Sandra Freij
Hair and makeup – Jo Gillingwater
Set – Helen MacIntyre
Stylist – Miranda Almond
Models – Bianca O'Brien and Silke Hajunga
One Represents
The Hive
IMG
The Production Factory
Sarah Laird & Good Company