Hasta La Creative!

Not to be outdone by the likes of inspiring brands such as Zoku, Morgans Hotel Group is trying its damnedest to inspire minds, reinvigorate spirits and cure them of something they call Holiday Deficit Disorder.

Yes, fatigue is an issue with the likes of creatives, and from its establishments based everywhere from New York to London to Istanbul, Morgans Hotel Group offers everything from sun therapy to urban exploration in this campaign from NSG/Swat, which was founded by former kbs+ honcho Richard Kirshenbaum.

In a statement, NSG/Swat creative director Andrew Tobin says:

The Holiday Deficit Disorder campaign is about happiness and not being weighed down by today’s technological hamstrings. Our core insight is that members of the creative class constantly feel overworked, exhausted and bombarded by today’s 24/7 work landscape of always being available and on-call. They leave their earned vacation days unused for whatever reason. The concept revolves around a self-diagnosis of this tongue-in-cheek “disorder” and  treatment-based solution to the ailments, which is a stay at any Morgans Hotel Group properties.

From the client’s CMO Alan Philips:

“At Morgan’s our core audience is the creative class and our purpose as a brand is to support creative ideas and people.  The HDD campaign is a novel take on modern day problems executed in a manner that engages with our core consumers and sparks conversation around our brands and properties. It is a moment and it makes you smile.”

Morgans Group, which bills itself as the “first boutique hotel,” also operates in choice destinations including South Beach in Miami and the Mondrian in Los Angeles.

Brooklyn-based design agency HUSH (who you may remember from their unique way of ringing in 2014) were tasked with launching Lyve, a startup offering a new solution to the problem of information overload, at this year’s Consumer Electronics Show. To do this, they transformed two suites in the Venetian Hotel in the heart of Vegas into a completely branded space, complete with “lights, displays, and visuals to showcase Lyve’s unique offering.”

HUSH’s installation was “anchored by a large central screen flanked by a custom designed product display. The screens [showed] a collection of personal images and videos breaking into fragments and transforming into colored lighting illuminating the assortment of tablets, phones, and other devices arrayed on glowing physical pedestals below.” The visuals were designed as a kind of metaphor for Lyve’s collecting, sorting and protecting service.

As HUSH creative partner David Schwarz explains, “Lyve is an elegant solution to a persistent technological problem, and we were happy to help them define this product while introducing it to the wider world. In words, the offering sounds complex, but showing it visually feels simple – so we created a metaphor to discuss how the different technology platforms capture and share content all to one central product.”

While I’m sure you’d have to have been there in person to get the full experience, you can watch HUSH’s CES installation for Lyve in the video above, and be sure to stick around for credits after the jump. continued…

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