W Hotels: Through a New Lens
Strategy: Reach luxury travelers who see exploring new cultures and places as essential to their travel experiences.
Creative Approach: A first-of-its kind global artist residency at three W Hotel properties positioning the hotel as a cultural incubator for emerging creatives. Vogue-selected photographers captured the spirit of Budapest, New Orleans, and Osaka marrying editorial and branded storytelling through stills and video.
Director: Jess Colquhoun
Fashion Editorial Stylist: Brie Welch
Talent: Kennedi Carter, Stella Asia Consonni, Oumayma Ben Tanfous, many local talents
Vogue.com Coverage: Through a New Lens
Distribution: W Hotel properties, Vogue.com, TikTok, Meta
Awards:
The Webby Awards in the Branded Content, Tourism & Leisure Category
Global Edition of Native Advertising Awards: Gold for Best Use of Social Media and Silver for Best Travel & Tourism Program.
Kennedi Carter New Orleans Residency Project
Kennedi Carter’s work explores moments where Black communities feel their most free, a practice personal to her upbringing as a southern Black woman. When she learned of the artist residency at W New Orleans, she knew it would provide the perfect platform for her craft. “New Orleans evokes imagery of the bluest jazz song, a sticky sweltering heat, and the lawless movement of Black folks in streets,” opines Kennedi, who considers New Orleans one of the most captivating cities in the world.
Stella Asia Consonni Osaka Residency Project
As Stella Asia Cosonni’s work focuses on the unifying force of love, she was inspired by the electric port city of Osaka. She was keen on capturing the emotional human connections that live against the frenetic backdrop of the city’s neon lights.
Oumayma Ben Tanfous Budapest Residency Project
Oumayma Ben Tanfous’s personal work focuses on the social dynamics within communities and how gathering in unique spaces defines their collective values. Intrigued by learning about Budapest’s relationship to thermal baths and the vibrant culture centered around them she chose to explore the city’s historic bath ritual through its diverse community of bathers.
