As Creative Director, I led the project from the client side in partnership with Kindred & Scout, guiding a production team of more than 20 across concept development, casting, styling, and on-site creative direction. Our goal was to express what we defined as The Grandest Feeling—a visual identity that feels emotionally resonant, energetically alive, and elegantly grounded in the warm, free-spirited sophistication of the Princess and its Sonoran Desert setting.

The resulting campaign exceeded expectations, delivering a comprehensive library of evergreen assets that redefined the brand’s visual identity. These images and videos now anchor all marketing touchpoints—from digital and paid media to seasonal campaigns and in-room experiences—setting a new creative standard for the resort.