Higher Ground Campaign
I named, designed and produced this campaign in the summer of 2008 with the Hard Rock Marketing and Sales Departments.Higher Ground was a name of the campaign I came up with to reflect the casino’s expansion, as well as a nod to a popular song. While other casinos in town were all for the tallest building, I decided to play up the fact that the Hard Rock was more grounded and built the world with music. The campaign included magazine ads, business cards, outdoor and a printed book for sales. For the book, the wonderful people at Creel Print in Vegas did an excellent job in interpreting what I wanted, such as the luxurious latex cover, spot UV filigree, and chrome ink. Every page has a nice tactile sensation.