Pre to post-production
Crewing
Casting
Location Scouting
TVC
Social
Online Content
E-Commerce
Set design
Set build
Set dressing
Prop styling
Prop making
Visual Merchandising
Print campaigns
E-commerce shoots
Retouching
Production
Direction
Post-production
Art direction
Talent headhunting & management
3D motion & stills
Brand films
Advertising
Music videos
Visual identity
Logo design
Graphic assets
Tone of voice
Packaging
Web design development
Maintenance & administration
Platform development
SEO
Content strategy
Creation & media toolkit
Paid social
Email marketing
Growth strategy
Pullman Hotel
REBRANDING CASE STUDY
For the rebrand our goal was to steer away from the "work hard, play hard" concept, emphasising performance and self-improvement. The refreshed purpose – a visionary social hub where connections are expanded, culture evolves and progress is achieved collectively – reflects emerging trends such as bleisure, experiences, adventures, social connection and sustainability. This new vision resonates with millennials and aspirational luxury travellers.
Creative Direction
STORYTELLING
Our creative direction was anchored in a human-centred approach, designed to foster authentic connection and emotional resonance. From the outset, every visual and narrative decision was intentional—deeply rooted in Pullman’s brand values of inclusivity, sustainability, and forward-thinking hospitality. This wasn’t just about aesthetics; it was about creating a living, breathing visual identity that reflects the mindset of a modern, global audience.
We moved decisively away from generic, product-led imagery and leaned into storytelling that feels personal and lived-in. By shifting the focus to lifestyle moments—real people in real spaces—we elevated the brand’s presence from functional to aspirational. Every frame became an opportunity to express Pullman’s evolving ethos, with design choices that mirror cultural relevance, emotional insight, and brand integrity. Even the functional became inspirational. There is a story in every frame—and every story is a brand-building tool.
From a storytelling perspective, we approached the campaign like a cinematic narrative. We built a framework using detailed storyboards, mood boards, and tone-of-voice development, ensuring every shot had purpose, intention, and clarity. The result was more than a series of beautiful visuals—it was a cohesive ecosystem of content with strategic consistency across all touchpoints.
This level of narrative cohesion is critical in modern branding. In a world saturated with content, brands must do more than look good—they must communicate with clarity, emotion, and consistency. Strong storytelling gives your audience a reason to care; it builds recognition, trust, and loyalty. For Pullman, this project wasn’t just about creating new assets—it was about creating a unified brand language that will serve as a foundation for long-term growth and deeper audience engagement.
Every frame encapsulates a curated narrative, artfully balancing Pullman's core values with distinctive visual artistry.
Art Department
PRE PRODUCTION
By visiting both the Singapore and Lyon hotels during pre-production, we were able to conduct in-depth spatial assessments and visual mapping of each location. This crucial early step allowed us to identify the most photogenic, brand-relevant areas within each property—factoring in light, layout, architectural detail and guest flow. It enabled us to build a visual framework that guided every creative decision that followed—from the colour palette and material textures, to casting, wardrobe, hair and make-up direction, prop sourcing and set construction.
This hands-on research informed a location-specific shot architecture, allowing us to visualise the narrative potential of each space before stepping onto set. It also helped us anticipate logistical constraints and proactively design around them. Working in close collaboration with the art department, we aligned on a visual strategy that maintained consistency across two international shoots—reducing revisions, eliminating guesswork, and minimising back-and-forth between production and client.
Pre-production was approached with the same precision as the shoot itself. With a fully itemised shot list and detailed visual boards, we were able to map out the creative rhythm of each day. This level of planning gave us both the micro and macro view of the campaign—ensuring individual assets were powerful in their own right, while also fitting into a cohesive, overarching brand narrative. This structure was key to running an efficient shoot schedule—maximising output without compromising quality or creative integrity.
Set design played a critical role in expressing Pullman’s evolving brand identity. Every element was carefully curated—not just to “look good,” but to enhance storytelling and echo the brand’s transformation into a contemporary, globally minded social hub.
From custom-built environments to thoughtfully sourced props, each detail was chosen for its narrative value and visual impact. By building modular, multifunctional set pieces, we reduced build time and material waste while increasing flexibility across scenes—an approach that was both creatively and operationally efficient.
Ultimately, the success of the shoot lay in the depth of our preparation. When pre-production is robust and creatively driven, it unlocks freedom on set—freeing the team to focus on performance, storytelling and detail, rather than logistics. Every frame was captured with purpose, contributing to a visual story that feels both intentional and emotionally resonant—just as a forward-thinking brand like Pullman deserves.
