LUX* – Life Extraordinary

  • Daniel Humphry

Creative Director – Concepts / Tag / Scripts A story-led campaign series for the brand relaunch of LUX*, a contemporary luxury hotel group. Working alongside director Ben Perry, creative agency Matter of Form, and production studio Made By Stella I developed concepts, story and tags for the campaign, before scripting three short films that capture the spirit of celebration and coming back together. The films played across targeted socials and digital spots, with corresponding print ads ran in Vogue, Monocle, and CN Traveller.