Penn & Teller are magicians and entertainers who have performed together since the late 1970s, noted for their act which combines elements of comedy with magic. Penn serves as the act's raconteur. Teller, generally does not speak while performing, and instead communicates through nonverbals.
Penn & Teller 2016 creative campaign. The team created a dozen concepts over the course of a few months. Each with their own creative and visual direction. Once the final ideas were chosen, the photo direction deck was created which included lighting, props, set and talent styling. The backdrop set, table and most props were created for the shoot.
Gold ADDY Award 2017 - New Campaign
Silver ADDY Award 2017 - New Campaign (Regional)
Gold AIGA Award 2017, Campaign
Silver AIGA Award 2017, Photography
Complete visual identity system: Penn & Teller photo shoot, advertising, print and digital collateral and signage.
Design Directors: Gabriel Garcia and Karen L.
Design and Storyboards: Ramsey H.
Photography: Hugh Kretschmer
Prop Fabricator: Frank Ippolito
Hair/Makeup: Phyllis Bond
Caesars Entertainment has the best collection of restaurants in the market, as well as highly recognizable celebrity chefs. The goal is to create a campaign that showcases all of the dining offerings Caesars Entertainment has to offer in the Las Vegas market.
Connecting over a genuine dining experience is all about the social interaction. The messaging invites the guest in, while the visual encourages them to connect over a good meal with a great atmosphere.
A new strategy that relies on the collaboration between digital and print elements will successfully bring awareness, recognition and adoption of the initiative. The campaign will be rolled out in three phases.
Introduce. Explore. Embrace.
The advantage of using phases is an opportunity to build awareness through a controlled release, continually gauge success, and allow for adjustments to the content or the overall strategy.
The breadth of our outlets will be shown in two categories:
a) The social human experiences of interacting over a meal and sharing with each other.
b) The approachability of the chefs and their restaurants through a social experience.
The introduction phase will be accomplished through three mediums:
Digital Marketing, Traditional Marketing and Brand Extensions
Once the Feast The Empire has been introduced, we will encourage exploration through three approaches: Individual Chef, Food Type, Food Category
Guests will become entangled into the Feast The Empire through several unique experiences and tie-ins: Social Media, Rewards, Events
Complete visual identity system
Logo, advertising, print, motion graphics, digital collateral, signage and photography
Photography: Jerry Metellus
Chefs: Frank Pellegrino Jr., Nobu Matsuhisa, Guy Fieri, Guy Savoy, Giada De Laurentiis, Gordon Ramsay, Steve Martorano, Bobby Flay and Greg and Marc Sherry.
Learn More About This Project
Gordon Ramsay's latest restaurant, Hell’s Kitchen. Inspired by the FOX primetime hit show of the same name, designed to be an experiential and immersive destination. Interior design features engage all the senses and are a nod to both the red and blue teams featured on the show. The dynamic and bustling kitchen is the centerpiece of this unique restaurant.
A strong and bold brand presence is established through use of a full color image of Gordon Ramsay as master of his domain. Messaging strikingly uses Ramsay’s voice, capturing the fierce personality while lending his authority to the brand.
Interior design elements like marble, brushed bronze details and luxurious backgrounds echo the upscale character of the restaurant and Caesars Palace. The high-energy and fiery nature of the show translates into red and blue fire elements throughout the design. A sharp, bronze bar inspired by the iconic pitchfork creates a dynamic and interesting visual balance. It generates excitement for the restaurant, while offering sustaining messaging and design—flames and all.
Complete visual identity system
Gordon Ramsay and food and drink photo shoot, advertising, print, motion graphics, digital collateral and signage.
Design Director: Gabriel Garcia
Designers: Neha S., David A.
Copywriter: Denise S.
Photography: Erik Kabik Photography
+ behind the scenes photos
The American Advertising Federation
2018 GOLD Award Cross Platform Integrated Campaign
2018 SILVER Award Cross Platform Integrated Campaign - District 15
Top 10 New and Hip Restaurants in Las Vegas - Gayot
Top 10 American Restaurants – Gayot
...Already, it’s the hottest restaurant in town. – LA Times
Gordon Ramsay’s new restaurant could be the hottest in America. – Eater
Gordon Ramsay Hell’s Kitchen at the front on Caesars Palace may well be considered the restaurant opening of the year. – Eater Las Vegas
Hell's Kitchen, Gordon Ramsay's newest restaurant, is the hottest resto in Las Vegas. – Tasting Table
The iconic Flamingo has begun a 5-year major renovation across the entire property that will finish just in time to celebrate its 75th anniversary. In preparation for this historic event, there is a need to revitalize Flamingo’s brand through a new visual identity system that connects the legacy of this classic property to the modern, cool and vibrant experience that it will provide to guests.
A VEGAS SPIRIT
THE FLAMINGO SOUL
Flamingo defines the very essence of glamor in Las Vegas. Guests feel the legacy of good times in every moment of their stay. Using vintage elements reinterpreted with energy, flavor and flair adds a hint of Flamingo’s legacy to every asset. Stylized photography evokes the timelessness of the authentic Vegas experience that forms the core of Flamingo.
The rich color palette, with a recognizable pink focus, gives a sense of sophistication and balance. A bright rose-gold leaf acts as the contemporary touch of a vibrant past.
REINTERPRET • CONTEMPORIZE • ICONIC AND BOLD
• Reclaiming and redefining assets from history to add flavor and flair
• Light and flare treatments integrated into photography and layouts to give energy and excitement
• Photography evokes a feeling of timeless yesteryear without being dated
• Rich balanced color palette with touch of bright rose gold leaf
A purposeful, strategic contemporization and modification of the Flamingo Icon
• Shape and curvature explored
• Height created for a positive, confident stance
• Plays off of the full-of-life brand characteristics
• Smoother, sleeker, and more modern
2018 BEST IN GAMING ADDY Award - Cross Platform Integrated Branded Campaign
2018 GOLD ADDY Award - Cross Platform Integrated Branded Campaign
at the American Advertising Federation
Bally's Wild Wild West Casino has undergone a multi-million dollar makeover. They are removing most of old wild west themed decor and updating the amenities to target a younger millennial demographic. Enhancing the whole anti-nightclub vibe, the atmosphere is complete with popular live rock and country music, beer pong tournaments, classic video games and a mechanical bull.
The Wild Wild West name and concept remained, as it is unique to Atlantic City. New amenities included Guy Fiery's Bar-B-Que Joint, Boardwalk Saloon, Snack Shake and Mountain Bar. Numerous Western concepts were created ranging from traditional to ultra modern.
The team captured the essence of urban Americana with subtle western influences - big and bold, distress typography, vibrant colors and large icons. The brand logo was updated to reflect a young and energetic style. The logo focuses on the word “Wild” with copy references to the “West”. GO WEST, GO WILD
Complete visual identity system: Brand logo, style guide, print and digital collateral and signage.
Design Director: Gabriel Garcia
Graphic Designers: Kody M. and Brad J.
Caesars Entertainment Presents: Caesars Republic Scottsdale. Their first non-gaming hotel in the U.S. breaks ground in late 2019 and will be located adjacent to Scottsdale Fashion Square. Designed for rebellious spirits, Caesars Republic will adapt to the cities they reside in and no two will be the same.
The four-star hotel with 266 guest rooms, will be located next to the shopping center, at North Goldwater Boulevard and East Highland Avenue, giving hotel guests a short walk to the mall.
The hotel will be developed by HCW Development and operated by Aimbridge Hospitality. Caesars will license the brand, advise on design elements and integrate its rewards program.
Caesars Entertainment had already made its name as a entertianment destination in Las Vegas, as competition among competitors increased, a new awareness campaign that resonated with the baseball fan was created.
Heres how we helped drive awareness that Los Angeles was a short distance to Las Vegas.
As the baseball season ramped up, we need to create a campaign that won in the 9th inning to fend off competitors by reasserting its position for hospitality, nightlife and entertainment a few hours away.
Creative & content
Dodgers website HPTO
Web & mobile
Stadium digital screens
• Combines both brands into playful look
• Places iconic Caesars brands into baseball environment
• Clean and simplistic makes for an easy read
• Los Angeles to Las Vegas
• Las Vegas is the next base for the Dodgers fan
• Highlight benefits of the empire
• Vegas is the away game for fans
Design Direction: Gabriel Garcia
Designer: Ryan H
Copy: Aaron M
Play By Total Rewards is your portal to Caesars Entertainment gaming and resort destinations worldwide. Customers needed a easy solution to learn how to sign up, reset their password or download rewards.
With a $0 budget, an employee with radio experience volunteered his time to do the voice over and we borrow equipment and space from FiveSix Studios, an internal partner to record the audio.
Three motion graphic videos were created for YouTube, Caesars.com, digital screens and kiosks. We started with a step-by-step screen flow, we wrote a script and brought those to life with a voice over and motion graphics.
Design Director: Gabriel Garcia
Motion Graphics/Audio: Bernard P.
Copywriter: Chris H.
Sunday Slacker Magazine
Cars with chips & scratches, people with stories & history and models with style and class. Sunday Slacker Magazine is dedicated to Cars, Cruises & Culture. Flip through our pages for events, car shows, car clubs, custom builders, shops, pin-ups, artists, music and the influential leaders who have built our lifestyle from the ground up.
Sunday Slacker presents The Usual, a tabloid newspaper style publication. Featuring car shows, cruises, models, barber shops, tattoo artist, fabricators, garage builders, music and more.
Car Clubs of the World
Car Clubs of the World chronicles aspects of the automotive club culture: the plaques, members, rides and their history. Through photos and videos from events, photographers and clubs from around the globe.
Complete visual identity system: Brand logos, publication design, editorial, photoshoots, web, digital, video and social
Caesars Palace celebrated it’s 50th Anniversary with celebrities, entertainment, events and fireworks. Chef Gordon Ramsay hosted the pool party, champagne toast and fireworks Extravaganza.
Photography: Tom Corbett
Design Director: Gabriel Garcia
Designers: Tae K., Karen L.
MR CHOW at Caesars Palace features modern and classic décor highlighted with high-end touches and one-of-a-kind elements. The restaurant's centerpiece is a suspended kinetic sculpture, unlike anything in Las Vegas. MR CHOW guests enter through a set of private elevators, located on the casino floor level of Caesars Palace. The restaurant resides on the second story, overlooking the breathtaking Garden of the Gods Pool Oasis.
Partnering two iconic brands, Caesars Entertainment opened the world’s first Nobu Hotel inside Caesars Palace. Nobu's design is infused with traditional Japanese and modern styles. The hotel redefines hospitality with the same artful elegance that Chef Nobuyuki "Nobu" Matsuhisa brings to his restaurants, attracting a whole new clientele to Caesars.
The task, develop two distinct and comprehensive Nobu brands. The restaurant has 327 seats and features a sushi bar, private dining pods, teppanyaki tables and a large bar and lounge area. The separate luxury hotel within the larger Caesars resort has 181 intimate rooms.
Inspired by the traditional art of Japanese origami, backgrounds were created using the crane, koi fish and shrimp for the restaurant. The colors compliment the lounge decor, food photo direction and create a sense of luxury. The hotel uses the Japanese cherry blossom, the colors are light, soft and create a sense of relaxation.
Complete visual identity system: Brand design, style guide, photo shoot, print, signage, restaurant and hotel collateral.
Lifestyle photography and video by Lem Lattimer
Design Director: Gabriel Garcia
Designer: Karen L.
William F. Harrah opened Harrahs Bingo Club in 1937 in Reno Nevada. Harrah embodies a fun, light-hearted, friendly atmosphere where friends and family can come to enjoy themselves any day of the week.
Creating a brand that works for seventeen Harrah's Hotels and Casinos across the United States. Building a new visual identity system, brand assets, photography, hundreds of brand templates and training all property marking staff was a small portion of the teams task.
A strategic exploration of the Harrah's history, brand positioning and the evolution of the brandmark. Reinvigorate the Harrah's brand with a big, bold and confident visual identity that's simple, clear and concise. We removed the tagline from all collateral to simplify the layouts. To evoke brand curiosity and awareness, the Come Out and Play tagline is used in strategic ad communication.
Graphic Designers: Edwin L., Renee P. and Tae K.
It all started in 1962, when Las Vegas was barely a dot on the map. A successful hotel operator named Jay Sarno partnered with Miami architect Melvin Grossman to build a casino-resort that would rival some of the grandest luxury hotels in the world.
Today, Caesars Palace boasts six towers, a 129,000-square-foot casino, sprawling gardens and pools and The Colosseum, one of the most renowned entertainment venues in the world. Caesars has additional properties in Atlantic City and Windsor, Canada.
Caesars Entertainment is expanding internationally with Caesars Imperium and Caesars Republic to complement the flagship Caesars Palace brand. Create three new visual identity systems that consumers would recognize while creating differentiation among the brands.
Starting with a systematic approach; we unified the brand marks, established a color palette that compliments each brand and created assets that build off the equity of Caesars Palace. These differences and similarities have been reimagined for both aesthetic and strategic purposes.
We deconstructed the word mark and utilized the chisel C to amplify the brand’s visual story. This creates a recognizable and functional visual asset. Distinct roman architectural images ground and subtly enhances the creative.
Complete visual identity system: Three brand designs, logo marks, style guide, photo shoot, print, signage, and digital collateral.
GUY FIERI’S VEGAS KITCHEN + BAR
Refresh the current creative with a lighter look. Make Guy more approachable while focusing on flavorful food (new menu will have smaller portions and healthier options). A photoshoot with Guy will emphasize his energy and fun spirit in a fresh, elevated way.
“I have to be conscious of the platform and the push. I have a lot of loyal fans. I have a lot of fans that would unquestionably do whatever, but I don’t want to abuse that relationship because it doesn’t happen overnight.
There’s been some bands over the years that we love that suddenly put out that one album and everybody goes, ‘WHAT?! WHAT HAPPENED? COME ON.’ I ’m not saying that I ’m afraid to make change, but I believe it has to be organized, designed, and respected at the time it takes.”
GUY FIERI, MUNCHIES - VICE MEDIA
• visually balance and focused
• scaled and layered elements add depth
• narrative voice with sign of approval
• asemetical use of color and photography
Photo: Anthony Mair for Las Vegas Weekly
Giada De Laurentiis is an Italian-born American chef, writer, television personality,
and the host of the current Food Network television program Giada at Home.
De Laurentiis opened her first restaurant, GIADA, inside The Cromwell Hotel and Casino.
With Giada, it was important to create a design that captures her personality and makes it easy for consumers to recognize her brand. Her new space overlooks the Las Vegas Strip. Starting with the architectural renders we were able to pull colors, tones and materials. Utilizing her cook books, our research gave us a sense of her style through photography and design. This gave us the perfect starting point for her new restaurant brand.
Our design solution brings these values to life with a simple logo mark that communicates the craftsmanship, warmth and natural ingredients of homemade food. Adding relevant illustration elements, we created a design that stands out from other alternatives on the Las Vegas Strip.
Complete visual identity system: Brand logo, style guide, Giada PR and food photo shoot, print and digital collateral, packaging and signage.
Graphic Designers: Karen L. and Brad J.
Visit Giada’s website here
Happiness. No terms or conditions.
The LINQ Pool is laid-back, loungey, welcoming and conducive to socializing, playing games and soaking up entertainment along with the summer sun.
Candy-coated layouts created through boldly humorous studio photography evoke the exciting and curious natures of the target demographic, driving them to The Pool. Bright colors complement the storylines, which are highly adaptable and executable for future theme days, holidays and general brand messaging.
Complete visual identity system: Brand logo, lifestyle photoshoot, signage, print, social and digital collateral.
Design Director: Gabriel Garcia
Graphic Designer: Karen L.
Sketches: Ramsey H.
Photography: Square Shooting
Caesars Corporate Jets
We get to work on some really cool projects. We got a call from our CMO to redesign our 5 corporate jets. In a few days we came up with a dozen designs. The chosen design features the Laurel, big and bold. The bust from the logo mark was deconstructed and added to the tail.
I flew to Lincoln, Nebraska and spent two days at the Ducan Aviation facility. This place is massive, I fell in love with the tools, equipment and upholstery & paint departments. The Aviation team posted a few photos of the new plane. We plan to visit with the team in Vegas soon. I can't wait to see the final planes in person.
Harrah’s Atlantic City
-The graphic elements are grounded in authentic, nostalgic and rustic illustrations.
-The logo mark uses a font reminiscent of neon signs hanging in the window of the corner café. A goldfinch, the state bird of New Jersey, represents the outdoor view that is available from inside the restaurant.
-The tagline gives a straightforward description of the destination’s offerings. It is approachable just like the comfort foods being served.