Launch a bold culinary program across print, digital, social, and on-property — with a concept distinctive enough to earn press and match the smoke-and-fire spirit of the menu.
Season of Smoke celebrated the seven fires used to develop the menu and the bold, masculine spirit of autumn. The creative had to carry that energy across every touchpoint — print, digital display, social, on-property posters and menus, and a media gift box for key press — while generating genuine editorial interest.
I directed the visual identity from concept through production. The look leans on the masculine textures of red leather and gold to evoke the warmth of the seven fires, while delicate, light wisps in the logo balance the heaviness of the autumnal palette — masculine yet refined.
We filmed a recipe video for The Riff, a smoked specialty cocktail, art-directed photography for press, and curated smoke-themed gift boxes for key media and client contacts. On-property, the program ran through lobby posters, specialty menus, and in-room cards.
The recipe video for The Riff garnered 473,678 total social video impressions with an average time spent of 10.1 seconds — strong performance for a culinary concept in a noisy October social environment. Through media pitching and press release distribution, the program generated 202 placements for 33.5M total impressions.
The media gift box seeding strategy paid off: press contacts who received preview boxes became advocates for the story, contributing to placement volume that exceeded the program's stated goals. On-property, the seasonal menus and lobby signage reinforced the campaign at every guest touchpoint throughout October.