seasonal WORK

Highly stylized visuals define Mullen’s new print-based image campaign for the Four Seasons Hotels & Resorts. The series introduces the tagline, “Not the usual.”

Each ad uses a single image to highlight various aspects of the Toronto-based client’s luxury hotels.

The face of a young woman in repose, shot in extreme close-up using soft-focus lighting, graces one execution that includes a small, single-word headline, “Bed.” Another ad titled “Pool,” shot from an underwater perspective, shows a smiling waiter offering a tray of treats.

The media buy includes fall issues of magazines such as Condé Nast Traveler, Forbes, Fortune and Gourmet. Campaign spending was undisclosed. The client spent $10 million on advertising last year, according to CMR.

This spring, Wenham, Mass.-based Mullen, an Interpublic Group shop, unveiled a campaign for the client’s Four Seasons Residence Clubs time-share extension. The tagline: “There’s more to enjoy when your home is also a Four Seasons.”