To stand out in a saturated market, the Venetian, one of Las Vegas’s premier resorts, wanted to roll out a TV spot for the first time since its founding seventeen years ago. We felt an obvious focus on amenities, dining and shopping—the usual suspects when it comes to hotel advertising—did not feel disruptive or fresh. They decided to celebrate the most dynamic part of the hotel: its guests. To capture the spirit of travel with an ever-evolving cast of characters, our team feted individuality with a spot called ‘Come As You Are.’ The spot was part of a more extensive campaign that included social media and print elements, and ushered in a new way to think about hotel advertising.