As Creative Director for Hakkasan Group, I led the development of innovative branding and promotional strategies for world-renowned venues. My work helped establish these locations as top destinations in the hospitality industry.
Back in 2016, when given the opportunity to develop a new concept for Hakkasan Nightclub’s Halloween Weekend, we all had the same thing in mind – Game of Thrones.
No one else had launched a successful GOT-themed event so we decided to piggyback off the hype and see what we could do. Helping the theme come to life is the massive wall at the entrance of Hakkasan which resembles “The Wall” in Game of Thrones. With this as inspiration, I pitched the name Watchers of the Wall and added the only suitable tagline: “Halloween is Coming”. Check out the teaser video we created along with some of the artwork.
What happens when $1 million is on the line for some of the most beautiful women in Las Vegas? The Hot 100 is a 16-week competition to determine who gets crowned “Las Vegas’ Hottest.” Pool partiers, friends, fans and judges determine the winner. As the weeks go by and the competition narrows, things get that much wilder. You’ve been to a beauty pageant before? Well, erase everything you know because it’s Vegas after all.
To promote the season we decided to turn the contestants into creative saboteurs and clever vandals for the “It’s All Out War” campaign.
What do you get a superstar DJ who has it all? That was the challenge when coming up with a concept for Tiësto’s birthday weekend at Hakkasan Nightclub. When I brought up giving him a key to the city, not many in the room thought it was possible. But not only did current Las Vegas Governor Steve Sisolak present Tiësto with a Key to the Las Vegas Strip, he also proclaimed January 14th “Tiësto Day”. The event also featured special performances by the UNLV marching band and a packed red carpet at MGM Grand where fans could catch a glimpse of the DJ, making it the perfect start to the critically acclaimed artist’s birthday celebration.
When Lil Jon began his About Last Night residency at Hakkasan, he kicked off his first set by emerging from a guest’s table in the middle of the crowd passing out shots of 1942. It was spontaneous and undeniably fun, and that kind of unexpected move became par for the course at his Hakkasan parties. You never know who will pop up for an impromptu performance or to participate in a champagne fire drill when the confetti sprays and the beat drops. It gives guests the ultimate Vegas party experience, the party that everyone wants to be part of. Check out the video and artwork we put together for the event.
