The Hard Rock brand is all about the music. Through their resorts and casinos, they’ve always worked to differentiate their image by focusing on music and rock star lifestyles, whether it’s through the giant guitars that make up their signage or glass case after glass case of memorabilia decked throughout their properties.
Hard Rock set out to do a massive renovation of their signature US properties, including building a world-famous billion-dollar giant glass guitar hotel on the property in Hollywood, FL, and they needed serious Miami commercial production firepower to sell it.
In collaboration with Redline Media, Artex created long-form and TV spots that encapsulated the Hard Rock brand and captured the feeling of living like a rock star while staying at one of their properties.