The Phillips Club underwent a renovation, and sales for the newly remodeled units were launched. To support both the sales effort and the refresh of the suites, The Phillips Club commissioned a new look & feel and brand concept.

Building on the strategic positioning established by BrenesCo, the campaign centered on the idea: Only in New York at The Phillips Club. It speaks to “part-time New Yorkers” and the unique lifestyle The Club offers.

To reflect key demographics, casting was done in-house, featuring a family, a gay couple, and a mature couple—each representing a core audience segment. All photography art direction and production were led by Leane.