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

The Palms campaign features a lot of destruction. The Palms
Headshot of Katie Richards

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.

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.

“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.”

VP, General Manager: Jon Gray
Creative Director: Tal Cooperman
VP, Marketing: Lauren Westerfield
Director, PR: Alex Acuna

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


Director: Paul Hunter
DP: Linus Sandgren
Line Producer: William Green
VP, Executive Producer: Ali Brown
Co-Founder, Executive Producer: Kerstin Emhoff

Editor: Sam Ostrove + Randy Baublis
Assistant Editor: Doug Scott
Head of Production: Remy Foxx
Managing Partner: Carr Schilling

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

Colorist: Ricky Gausis
Producer, Color: Rebecca Boorsma
Executive Producer, Color: Meghan Lang 

Sound Designer, LSD: Michael Anastasi
Assistant Sound Designer, LSD: Kai Paquin
Audio Mixer: Matt Miller
Audio Assistant: Lisa Mermelstein
Executive Producer: Susie Boyajan

Music Supervisor: Sara Matarazzo
Associate Producer: Julianne Wilson
Track: Sasha Distel’s “La Belle Vie”

@ktjrichards Katie Richards is a staff writer for Adweek.