Brand New School’s Jonathan Notaro Takes A Trip With Hyatt Place
Hyatt Place is a brand that prides itself on designing the perfect hotel experience with their guests’ needs in mind, offering 24/7 convenience, stylish spaces, and casual, modern comforts. The hotel brand enlisted the help of agency Toth & Co and Brand New School Director Jonathan Notaro to launch “There’s a Place for You,” a new campaign that puts a modern spin on the traveling professional.
Taking a theatrical approach to the production, Notaro used in-camera effects and moving sets to show how travelers can take advantage of all the different features that make Hyatt Place the go-to destination for those who need a place to lay their hat when duty calls out of town.
Each spot was captured in a single take, shifting between different scenes as the intimate sets form around the actors. The production left little room for error, as effects were captured in-camera. Brand New School worked hand-in-hand with Toth & Co to ensure a smooth production, resulting in an artful, unique piece of work for Hyatt Place.
“We sought to create a unique film language for the brand, and avoid a kitschy look that some theatrical and in-camera effects can inform,” said Notaro. “The project allowed for the invention of new ways to represent ‘places,’ doing it within a design-driven world that comes natural to me given my background.”
Client: Hyatt Place
Title: “There’s a Place for You”
Agency: Toth & Co
Creative Director: Karen Hite
Senior Art Director: Quinn Lindgren
Director of Account Management: Tyrone Sayers
Account Supervisor: Jessica Brown
Head of Production: Yvonne Barriga
Executive Producer: Alex Vainstein
Production Company: Brand New School
Director: Jonathan Notaro
Managing Partner: Devin Brook
DP: Tommy Wildner
Line Producer: David Wolfson
Lead Flame Artist: Mark French
Flame Artist: Greg Cutler
Designers: Andres Rivera, David Chen, Sakona Kong, Emeric Trahand, Jeff Welk, Joel Watkins
3D Tracking: Dan Bradham
2D Animation: Kajse Rasten
Rotoscoping: Josh Bush
Storyboard Artist: William Rosado
Head of Production: Julie Shevach
Producer: Misha Brea
Editorial Company: Piggyback at Toth + Co
Editor: Thatcher Adams
About Brand New School:
Brand New School is a creative company that believes in the power of design to tell stories and shape experiences. For over a decade we’ve been at the creative vanguard, solving problems and constructing the visual languages for the world’s most influential brands. Our process prizes collaboration, research, experimentation, laughter, failure, and discovery. We’ve been practicing these principles from our studios in New York and Los Angeles since 2000. While we’re proud of our illustrious history, we’re far more interested in writing the next chapter.