seasonal effort

Highly stylized visuals define Mullen’s new print-based image campaign for the Four Seasons Hotels and Resorts. The work 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.

Work will appear in fall issues of magazines such as Condé Nast Traveler, Forbes, Fortune and Gourmet. The client spends $10 million annually on ads, according to CMR.

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