Elements

role: conceptor, copywriter

One of my proudest career moments is concepting and copywriting ‘Elements’. After an impromptu brainstorm with co-workers and a piece of scratch paper, we drafted a cross-enterprise, artistic video enticing customers to come and enjoy the elements of Las Vegas (fire, water, earth and air). After it was clear the project was too big for my colleagues and me to shoot it in a day (which was our original plan), I let it sit. A few months later I found myself on a pitch panel and there was an open spot. Without any visual materials, I pitched ‘Elements’ and two months later I was on set watching it come to life.

The beauty of this project was that we were able to capture b-roll for a variety of amenities while also tying a story together. It was an effective way of creating something beautiful out of something necessary.

It has not yet been released by MGM Resorts, but when it is, it will be able to speak to nine properties and provide paid ad cut-downs on every platform.

Full Video

The Elements