In 2023, Resorts World burst onto the Las Vegas scene with its highly successful “Rule the World” campaign. “Rule the World 2.0” was created and produced to continue the incredible momentum of the initial effort, while simultaneously telling a more intimate story. This piece is about showcasing the incredible energy and vibe of Resorts World by inviting viewers to take a journey into one group of friends’ revels — joining them for the ride of a lifetime, in place renowned for delivering the time of your life.
The primary goal was capturing the spirit of Resorts World in keeping with the high bar set by the first installment of “Rule the World.”
Hot on the heels of the highly successful “Rule the World” campaign, we launched this second installment to capitalize on the energy and momentum of our initial effort.
We felt that keeping our team of all-start creatives together for this piece was essential to its success. In that spirit, we re-engaged our internal marketing team and celebrated filmmaker Kenneth Cappello, who also lent his talents to the first “Rule the World.”
Our process included a wish-list of standout moments that we believed captured the unique vibe and spirit of Resorts World itself. We imagined Resorts World as a person, envisioning its many personalities and using those insights to inform our casting choices. We carefully crafted our narrative to evoke the many emotions of an experience at Resort World – a sense of fun, a sense of the unpredictable, a sense of adventure, and of course, a sense of style.
Wardrobe and makeup tells just as much of a story in our piece as the action itself. Stylists and artists were deeply involved in bringing this vision to life.
Shooting in a resort is never simple. It’s a 24/7 operation with little room for interruptions by a video shoot. But we carefully coordinated with department heads and property leaders to schedule the shoot such that it did not infringe on the guest experience. A concept involving a private suite was integral to this production insight.
The result was a creative product that is as sexy, alluring and dynamic as Resorts World itself.
Our first barometer of success was whether we could match the impact of the first “Rule the World” video. And it’s clear that we did – and then some.
The feedback from stakeholders both internal and external was nothing short of glowing. The action. The energy. The way the piece offers a glimpse into what a once-in-a-lifetime night looks like at Resorts World — it all came together perfectly.
In the end, it all comes down to this: does watching this video piece give a taste of what it’s like to experience Resorts World for your self? Does it imbue the viewer with a curiosity for what’s possible at our resort? Does it feel like an invitation to indulge those curiosities? The answers are yes and yes.
