Toben Design and Art Series Hotels have sought to move away from the typical decor shots of hotel marketing and instead visualise the feelings of its guests.
The campaign ‘Find Your Inner Muse’ focuses predominantly on digital with a 20 second video and is complemented by an image series.
Toben’s co-founder Katja Hartung says the campaign is an interesting illustration in the media landscape's shift.
“The campaign will predominantly play out in the digital space and aim to portray more emotion and have more longevity than a traditional brand campaign.”
The stills feature a woman adorned with a feather headdress in a billowy bed, and another gracefully floating in a pool of water surrounded by flowers and fruits.
Each of the images hopes to conceptualise atmosphere of the three hotels which feature the works of Australian artists Adam Cullen, John Olsen, and Charles Blackman. The Cullen seeks to be fearless, The Olsen, sensual, and the Blackman more mysterious.
To curate the series, Toben Design took up the skills of photographer Adam Taylor who most recently completed projects with Schweppes and Virgin Australia. Australian designers were also featured with select costume pieces coming from Aurelio Costarella’s 2013 summer collection, Dinosaur Designs, and a custom headpiece used for the lead image commissioned to reputable Australian milliner Richard Nylon. The finishing fashion touches were made with Top Shop.