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A stay at AC Hotels by Marriott is special not just because of the modernity, comfort, and class guests feel when they enter the hotel, but because of the seemingly minor details that impact the guest experience in a visceral and emotional way. AC’s Unpacked platform is a poetic journey into those fine details, depicted in a series of four films. Each film focuses on one particular detail at AC: the hotel architecture, signature scented candle, Berkel jamón slicer, and specially-crafted cocktail glass.
“We wanted to highlight the science behind the details and how all of these impact the guest of AC Hotels at the end,” says Michael Hess, creative director of the campaign. “From the very beginning in the conception process we had a very poetic and artful execution in mind that reflects the dedication to design of the hotel. In a way, showing the details is like showing the DNA of the hotel, which still is poetic and beautiful.”
The subject of each film may be different, but their visual energies all fit together, creating one seamless campaign that communicates the look and feel of AC Hotels to viewers in a unique way.
“We created a visual language that gives the films one unique look,” says Hess. “Part of the look was using a split screen technique that allows us to show different aspects of the creation process of the products at the same time, like the science behind it, the details, and how they impact the guest. We use a balanced color palette that reflects the brand language of AC Hotels to create one unique campaign.”
Each aspect of the films adds to the story of Unpacked and subtly contributes to how guests are impacted by the details at AC Hotels, whether through the split screen technique, the high level of craft in the visuals, or the intricate sounds behind them.
Added Hess: “We created a lot of macro shots of simple materials like wax, which made it look way more impactful. We also worked together with animators to create the scientific animations which complement the detailed macro shots in a beautiful way. A big part of the dynamics of the film has been done in edit, the way we created the rhythm of the details, one leads to the other, split screens opening up and showing the impact of the guest.”
The campaign was shaped by the expertise and passion of partners like Frederick Bouchardy (Joya Studios), David Helpern (Helpern Architects), Nigel Barker (Studio NB), and Alberto Gonzalez (Berkel International). Each film’s voice-over unpacks the vision and thoughts of the creators behind that aspect of the AC Hotel experience, down to the smallest detail.
“It was amazing to work with all four of them. It was fascinating to collaborate and listen to them and to get an idea of how many details went into the creation of the products,” says Hess. “That knowledge helped us shape the narrative of our films and their vision was crucial to create the tone of the campaign.”
Bouchardy, Helpern, Barker, and Gonzalez describe their reasons for partnering with AC Hotels in personal interviews included on the Unpacked website and AC’s YouTube page. These profiles give guests the chance to go deeper into the brand’s vision and learn more about the experience at AC Hotels.
Unpacked is a platform that feels as cinematic as it does informative, and as artistic as it does scientific. The often imperceptible details guests feel in an AC Hotel feel tangible with this level of craft. This is the foundation of A New Way to Hotel.
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