In November 2025, we launched “I Am The Luxury Collection,” a brand campaign designed to increase awareness, build brand affinity, and drive consideration for our hotels. The campaign explored the contrasts and cohesion across The Luxury Collection portfolio, utilizing split-screen storytelling to celebrate the diversity of our hotels while uniting them under a shared identity. As part of this effort, we developed an innovative, social-first asset that complemented the broader campaign both visually and conceptually. Internally, we named it “A Drop of Orange.”
For this asset, we leveraged the social-first video trend of a single object passing across multiple video frames, seemingly defying time and space to make a seamless illusion.
In this vertical triptych, we bring together three hotels, three guests, and one unexpectedly shared moment. At the top, a bartender at The Palace, a Luxury Collection Hotel, Madrid slices an orange at La Cúpula Restaurant. The orange rolls along the marble counter and drops out of frame—falling into the hands of a beachside sunbather lounging at Solaz, a Luxury Collection Resort, Los Cabos. With a graceful peel and a flick of the wrist, she drops a slice of orange into the frame below, where it lands in the glass of a guest reading in the library of Perry Lane Hotel, a Luxury Collection Hotel, Savannah. The video showcases a surreal moment of synchronicity, shared across time zones and temperaments.
This single object moving between properties demonstrates The Luxury Collection’s global scale, while reinforcing that each hotel, though distinct, belongs to a unified brand universe. Crafted with a social-first format, the piece captures attention, invites discovery, and builds affinity for the brand as a whole.
Leveraging social-first content styles and trends proves to be successful in resonating with our social audience, with the “A Drop of Orange” post receiving an impressive 1.4M impressions and 286K engagements across TikTok and Instagram. Notably the post received a 30.3% engagement rate on Instagram, 4x higher than the channel’s average in 2025.
The video was our best-performing post across many KPIs for the year, ranking as #1 for view completion rate and among the top five posts on Instagram for shares, saves, and engagement rate. This indicates our audience was both entertained by the concept and excited to share with their own followers and friends.
The clarity and seamlessness of the illusion engaged our audience and spoke to the craft offered by The Luxury Collection hotels, resulting in comments like "Obsessed with every part of this” and “This is why I’m having my wedding at one.”
