CASE STUDY
IHG HOTELS & RESORTS
Regent Santa Monica Beach Hotel
Brand Campaign
In partnership with Leif’s Creative
Regent Hotels & Resorts had long been synonymous with luxury across Asia. In 2025, the brand made its debut in the United States with the opening of Regent Santa Monica Beach, transforming a historic beachfront property into one of Los Angeles' premier coastal destinations.
Every detail of the hotel had been meticulously designed, from expansive oceanfront suites to the Guerlain Spa and curated art collection. But while the physical experience felt complete, the brand's content did not. Marketing relied largely on static photography that showcased beautiful spaces without communicating the lifestyle they were designed to host.
As Regent's first property in the United States, there was no established visual language for what the brand would represent in Los Angeles. We weren't simply creating content for a hotel. We were helping define Regent's American identity.
Luxury hospitality isn't sold through amenities. It's sold through aspiration.
The Regent's suites weren't just larger hotel rooms. Each one had a distinct personality, from entertainment spaces and game rooms to expansive terraces overlooking the Pacific. Yet online, they read more like real estate listings than places people imagined themselves experiencing.
Wellness, creativity, entertainment, and understated luxury are woven into the city's culture. By pairing the hotel's signature suites with the Guerlain Spa experience, we could tell a story that felt uniquely Californian while remaining unmistakably Regent. The suites became the destination. Spaces designed not simply to stay in, but to celebrate, reconnect, entertain, and unwind.
THe INSIGHTWe developed a cinematic lifestyle photo and video brand campaign that transformed the Regent from a collection of beautiful rooms into an experience people wanted to be part of. Casting authentic California talent, we created a series of quiet, elevated moments that reflected the rhythm of coastal Los Angeles. Every suite was approached as its own narrative, highlighting the character, purpose, and lifestyle it was designed to support.
From restorative mornings on the sand, shopping at the Guerlain Spa, to intimate evenings in the Poolview Suite, each scene demonstrated how Regent's spaces come alive. Lived in. The result established a visual identity for Regent Santa Monica Beach that moved beyond architecture and amenities, positioning the property as the new benchmark for coastal luxury in Los Angeles.
THe SOLUTION
