For their Peninsula Perspectives campaign, The Peninsula entrusted Carbon with developing a global campaign concept that united the brand’s properties under one universal theme but shone a light on the domestic market hotel staff. The brief was to create something emotive, raw and captivating that the audience could relate to on a human level.
We developed an episodic approach to the creative, giving each character a monologue that was true to their unique backstories and their relationship to their host cities. To emulate the deeply personal stories being told, we imagined a style and tonality that played to a universal theme at campaign level, while ensuring each film had an authentic visual identity that was representative of the individual narrative.
Pamini’s (Director of Services) story tells of her personal and professional struggles. More importantly, how she dared to leave her life in India to curate her own story overseas.