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Phillip Cho/Bryce Hooton, creative directors
Dan Lucey, executive creative director
Jaime Robinson, chief creative officer
Kirk Damer, designer
Katie Persichilli, director of photography
Hannah Lewman, strategist
Eric Davies, producer
Daniel Marin, executive producer
Magnus Blair, chief strategy officer
JOAN Creative, ad agency
Virgin Hotels, client

“We’ve been agency of record for Virgin Hotels for a year and a half and are so proud of the work we’re doing for them. For this particular project, Virgin was launching a hotel in Nashville. One problem: Nashvillians don’t particularly love chain hotels, and we needed them to embrace and patronize the new property. So, in typical audience-first fashion, we gave them some ownership of the hotel. Be the First was an interactive/experiential project where Nashvillians had the chance to break in the hotel before the tourists did. It got a little crazy.”

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