Hilton New Ways to Stay
Hilton’s New Ways to Stay campaign was built to challenge what people think a Hilton stay can be, showcasing a portfolio filled with unexpected properties, immersive experiences, and stays worthy of a little awe.
As an Art Director and Content Creator across the campaign, I helped bring that idea to life from broadcast to social. I art directed on set for the hero TVC and social while leading the creative approach for social, shaping and producing content designed to extend the campaign across organic, paid, and dark social placements.
Launching during the Emmys, the campaign gave us a unique cultural moment to build around. While the hero spot introduced audiences to a new side of Hilton on television, our social work extended the idea into the conversation happening in real time — connecting Hilton’s most unexpected stays with some of the year’s most talked-about television.
CLIENT
Hilton
CONTRIBUTION
Art Director
Content Creator
LOCATION
Caceres, Spain
Tulum, Mexico
Metz, France
Cabo San Lucas, Mexico
YEAR
2026
Creative Approach: Turning a Media Moment Into a Social Moment
Building for the Emmys
Rather than simply adapting the hero TVC for social, we used its Emmys premiere as a creative springboard.
We started with the same question at the heart of New Ways to Stay: What if a Hilton stay could feel completely unexpected? Then we filtered that idea through the shows viewers were already watching, talking about, and rooting for that night.
I helped concept and art direct a suite of organic social-first creative that paired extraordinary Hilton properties with the worlds of the year’s most recognizable Emmy contenders (from Hacks and The Pitt to The Traitors, Beef, and Widow’s Bay).
The result was a social ecosystem designed to behave differently from the TVC while still feeling unmistakably part of the same campaign. Across organic content, paid placements, and targeted dark social, we met audiences inside the fandoms already commanding their attention, extending a singular broadcast moment into a broader cultural conversation.
