RULE THE WORLD
We’re proud to launch this full-scale, reimagined brand campaign for Resorts World Las Vegas, “Rule the World.” We’re showcasing the property in a new light, that we feel, truly captures the essence and energy you feel when you visit.
Here’s a little behind-the-scenes look into the inspiration and making of this campaign.
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TIME FOR REIMAGINATION
When we opened our doors in June 2021, we launched a whimsical brand campaign leaning on the theatre entertainment and utopic nature of the shiny, new property. Since then, the property has matured and taken on a life of its own. Resorts World Las Vegas has come into itself as an eclectic property with not just something for everyone, but something for each individual guest. From country concerts to chart-topping EDM DJs to throwback hip-hop artists, busy table gaming to intimate private salon offerings, street food to fine-dining, 50-year anniversary dinners to first dates; it’s all happening here.
THE VISION
This was no overnight process and in fact began coming to life in late 2021. Chief Marketing Officer, Ronn Nicolli Jr., saw a need to reimagine how the property was marketed. The doors had been opened and it was time to listen and observe how the energy on the property was evolving.
The conceptualization process started with B&P Creative Director, Bruce Logan, to put a plan in motion. B&P worked from start to finish on turning the campaign from an idea into the full-scale launch that audiences will see globally.
THE PROCESS
Once the shoot was wrapped, that’s when the team effort to reach to the finish line began. Agency support, B&P, took on the task of creating a cohesive campaign that has true impact. B&P was instrumental in the editing and execution process of the campaign launch.
“We’re thrilled to work with Resorts World Las Vegas on such an integral project,” said Rod Reber, Director of Account Services of B&P. “This campaign is going to be a reimagination of the brand. We really wanted to capture the upbeat feeling on property and showcase the luxurious details.”
THE DIRECTOR
Directed by Las Vegas resident and acclaimed photographer and director, Kenneth Cappello, the full-scale campaign showcases a high-energy experience filled with luxury automobiles, vintage designer fashion, cameos by Raider’s owner Mark Davis and tie-down roper Shad Mayfield, Resorts World Theatre residents, over 100 property team members and more. Known for his work with A-list talent and industry-leading brands, Cappello’s portfolio includes works with artists such as Billie Eilish and Travis Scott; cultural icons Pharrell, Virgil Abloh and Dr. Dre; and brands including Adidas, Netflix and Supreme. His work is currently on exhibit in New York at Fotografiska Museum’s Hip Hop: Conscious Unconscious.
SPECIAL THANKS TO
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