Concept Campaign 2023

Concept Hotel Group

Fashion, just like us, is constantly evolving and changing. That’s why at Concept, we create our campaigns by taking inspiration from the fashion brands we like the most. In 2021, after the main period of the pandemic, we made a major aesthetic change to our websites by incorporating Uruguayan photographer and art director JP Bonino (jp.bonino), the man behind the images for Nathy Peluso’s album ‘Calambre’ and campaigns for brands such as Paloma Wool, Levi’s and Lacoste, into our creative team for the 2021 campaign. Bonino has a particular visual universe that started the aesthetic path we wanted to follow, where we tell stories with different characters.

For the 2022 campaign, we have counted on the talents of photographer Manu Jaime (@manu.jaime) from Cádiz, characterised by his depiction of local customs and manners in portraits. Manu loves the story behind the photo, and we hired him because of his way of finding and addressing differences. We are fascinated by Carlos Pérez-Siquier’s brilliant, full-colour photographs of everyday life, so we wanted to take this visual direction with characters of all ages, just like the clients of our hotels who have very particular but varied profiles, and each of the hotels that form Concept Hotel Group.

Our visual imagery is closely linked to colour and irreverence and we have created a different story for each of our hotels with these as main elements, with the help of the following: art director Teresa Serrano (@trsaserrano), filmmaker Xabi Goitisolo(@xabigoitisolo), stylist Marta Camin (@immartacamin) and the stars of our stories: The Spanish King (@thespanishking_) Paula Garbae (@paula. garbae) Adrià Lerma (@adria.lerma) Anabel García (@anabelgabi) Miguel Oliveira (@migueloliveiraifbb). Arturo Laso (@estudiodelaso) and Malú Gómez (@malu_gomez_) all orchestrated by our creative producer María Andreu (@secretosdenomada).

The result is a small film that sums up what an experience in Concept‘s micro-universe is like, and we hope you enjoy watching it as much as we did when creating it.

Thanks to the whole team for putting your vision and creativity in our hands.

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