FF New York has worked with The Mill to produce a new campaign for AC Hotels, part of the Marriott portfolio. Targeted at entrepreneurial minded, design-conscious business travelers, the hotels are designed for a curated experience in the mid-range of price. The campaign focuses on communicating to customers through an examination of the smallest details, and how they add up to the broader experience.'Unpacked,' takes viewers on an artistic journey, going behind the scenes with the people responsible for the detail-oriented moments that define the AC experience.The campaign focused on the design of the hotel scent, the industrial design behind the Berkel slicer feature in the kitchen of every property, as well as a deep dive into architectural details. Using a split screen technique, the films feature the equation behind key moments in the hotel experience: the math, the mechanics, and the chemistry.CreditsAgency: FF New YorkClient: AC Hotels by MarriottTitle of ad: UnpackedChief Creative Officers: Fred & FaridBrand Supervisor: Benoit Racle, Tracy Scarlato, Julia Washington, Jaclyn TesoneAgency Supervisor: Amanda Hellman, Augustin Zeller, Madeleine LoosbrockCreative Director: Laurent LecciaCopywriter: Adriana LeiteAssociate Creative Director: Michael HessArt Director junior : Jack HwangHead of strategy: Colin NagyBrand strategist: Emily MulveyAgency Producer: Amanda Van CaneghemProduction Company: The MillProduction Company City: New York CityDirector: Oliver Davies & Annais LaRoccaHead of Content US: Ian BearceExecutive Producer: Zu Al-KadiriProducer: Tia PerkinsPost-Production: The MillPost Producer: Cynthia LouissaintEditor: Leanne Belgiorno &Joe SimonsMusic by: Tuesday CollectiveSr. Producer: Vida VenturaJr Producer: Sid RaoEP: Theo de GunzburgSound Design by: Gramercy PostAudio Engineer: James FosterPlace of shoot: Brooklyn, NY | NYC, NY | Miami, FL