By Destroying Its Hotel and Casino, The Palms Ushers in a New Era in Its Latest Marketing Campaign

Say goodbye to the old Palms Casino Resort. It's time for a new era, complete with $620 million in hotel renovations and some seriously destructive behavior. A major marketing campaign, "From Dust to Gold," highlights a new look and feel for the iconic Las Vegas establishment through a series of five online brand films, a 30-second local TV spot and over 90 out-of-home placements. [kickout id="1" label="video"] The Palms worked closely with AKQA Portland and New York and director Paul Hunter on the project, designed to celebrate the massive renovations taking place. Academy Award-winning Swedish cinematographer Linus Sandgren and graffiti artist Revok also contributed to the campaign. Through the brand film viewers can see some actual hotel destruction, from the P on the exterior of the building falling off, to graffiti artists spray painting the walls of the interior, to a chef actually lighting the kitchen on fire. The imagery fits nicely with the tagline, "Destroy the old. Create the new." It's pure chaos, but delightful chaos. [kickout id="2" label="posters"] "With the kickoff of our 'From Dust to Gold' campaign, we are giving a nod to our heritage, showing off everything that is shiny and new, and providing you a preview of the many incredible things to come at Palms," Jon Gray, general manager of Palms, said. One of those incredible things to come? An intriguing art instillation by Damien Hirst titled The Unknown (Explored, Explained, Exploded). The work is featured in the ad, but for those who weren't able to spot it, it's the center bar with a tiger shark divided into three parts. It's the artist's first interactive bar concept to launch in the U.S. Renovations in the hotel include a host of new restaurants, a completely remodeled casino floor and a hotel-wide contemporary art program that opens in the hotel today. The program features artwork from artists including Hirst, Adam Parker Smith, Timothy Curtis and duo Olivia Steele and Keegan Gibbs. A host of new restaurants from chefs including Bobby Flay, Michael Symon and Marc Vetri will also be unveiled in the next 12 months. Added Gray: "Taking the vision we provided for the property, AKQA Portland and New York, along with Prettybird and Paul Hunter, have created a visual masterpiece that truly captures the evolution of our brand and inspires guests to come experience our completely reimagined property.” CREDITS CLIENT: PALMS LAS VEGAS VP, General Manager: Jon Gray Creative Director: Tal Cooperman VP, Marketing: Lauren Westerfield Director, PR: Alex Acuna AGENCY: AKQA PORTLAND Sr. Art Director: Alice Chiapperini Sr. Copywriter: Matteo Capaldi Creative Director: Aaron Seymour-Anderson Associate Design Director: Carlos Bernal Associate Design Director: Benjamin Parisot Associate Creative Director: Riaad Merwe Executive Producer: Dustin Freeman International Design Director: Carlos Matias Art Director: Antoine Christian Designer: Terry Lee Associate Designer: Chris Lopez Designer: Felipe Yamaoka Client Partner: Rodrigo Moyses Senior Account Director: Daniel Jones Senior Account Manager: Jack Lodge Associate Program Director: Christine Dippold Senior Project Manager: Tyler Hilton Executive Delivery Director: Alia Burley Associate Strategy Director: Alec Black Senior Strategist: Sarah-Jayne Boyd Associate Strategist: Brie Cochran Group Strategy Director: Toby Barnes Director of Technical Operations: Edward Bignell Senior Technical Director: Keath Chan Technical Manager: Cesar Munoz Creative Developer: John Ghioca, Associate Developer: Jessica Donahue Quality Assurance Analyst: Alona Bodik Senior Analytics Analyst: Rob Hiter ARTIST: JASON REVOK PRODUCTION COMPANY: PRETTYBIRD Director: Paul Hunter DP: Linus Sandgren Line Producer: William Green VP, Executive Producer: Ali Brown Co-Founder, Executive Producer: Kerstin Emhoff EDITORIAL: CABIN EDITING COMPANY Editor: Sam Ostrove + Randy Baublis Assistant Editor: Doug Scott Head of Production: Remy Foxx Managing Partner: Carr Schilling VFX: MPC Creative Director: Rob Hodgson VFX Supervisor: Toya Drechsler Executive Producer: Elexis Stearn VFX Producer: Jamie Loudon 2D team: Dylan Brown, Rodrigo Jimenez, Kelsey Napier, Rob Ufer, Andre Arevalo, Gustavo Bellon, Jon Rogala, Joshi John, Akhil KP, Ankit Dheraj, Rahul Verma, Manideep Setty COLOR: MPC Colorist: Ricky Gausis Producer, Color: Rebecca Boorsma Executive Producer, Color: Meghan Lang SOUND DESIGN & MIX: LIME STUDIOS Sound Designer, LSD: Michael Anastasi Assistant Sound Designer, LSD: Kai Paquin Audio Mixer: Matt Miller Audio Assistant: Lisa Mermelstein Executive Producer: Susie Boyajan MUSIC: WALKER Music Supervisor: Sara Matarazzo Associate Producer: Julianne Wilson Track: Sasha Distel's "La Belle Vie"

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By Destroying Its Hotel and Casino, The Palms Ushers in a New Era in Its Latest Marketing Campaign

Including $620 million in renovations and a tiger shark bar

Katie Richards

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Katie Richards