Toth & Co Gets Theatrical for Hyatt Place

By Erik Oster Comment

Toth & Co worked with Brand New School on a campaign for Hyatt designed to convey the idea that Hyatt Place has designed the perfect hotel experience for each individual guest’s needs, entitled “There’s A Place For You.”

The most recently unveiled spot, “Road Warrior/Caffeine Connoisseur Jane ” follows the caffeine pumping Jane, a “sales exec, style-maven” who “flew so many miles last year, jet lag gave up trying to catch up with her.” Director Jonathan Nataro gives the spot, along with the previous “Architect/Procrastinator Joe” a theatrical feel, with moving sets and in-camera effects transforming the single take shots into overviews of guest’s experiences. The approach gives the ads a breezy, colorful style that fits with the upbeat music and lighthearted message.

“We sought to create a unique film language for the brand, and avoid a kitschy look that some theatrical and in-camera effects can inform,” explained Notaro. “The project allowed for the invention of new ways to represent ‘places,’ doing it within a design-driven world that comes natural to me given my background.”

Credits:

Client: Hyatt Place
Title: “There’s a Place for You”

Agency: Toth & Co
Creative Director: Karen Hite
Senior Art Director: Quinn Lindgren
Director of Account Management: Tyrone Sayers
Account Supervisor: Jessica Brown
Head of Production: Yvonne Barriga
Executive Producer: Alex Vainstein

Production Company: Brand New School
Director: Jonathan Notaro
Managing Partner: Devin Brook
DP: Tommy Wildner
Line Producer: David Wolfson
Lead Flame Artist: Mark French
Flame Artist: Greg Cutler
Designers: Andres Rivera, David Chen, Sakona Kong, Emeric Trahand, Jeff Welk, Joel Watkins
3D Tracking: Dan Bradham
2D Animation: Kajse Rasten
Rotoscoping: Josh Bush
Storyboard Artist: William Rosado
Head of Production: Julie Shevach
Producer: Misha Brea

Editorial Company: Piggyback at Toth + Co
Editor: Thatcher Adams

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