MGM Resorts

Context

Create a compelling animated film for MGM Resorts’ Universal Love campaign, which re-imagines classic wedding songs for the LGBT community.

Strategy

Bring the campaign’s existing album cover art to life through expressive animations that play with the idea of modern love and call to mind the creativity, inclusivity, and freedom of a new era.

Solution

A campaign film and animated assets helped the album earn over 2.5 billion online impressions, win official honors at Cannes, D&AD Impact and the Clio Awards, and spark a 39% rise in LGBTQ wedding inquiries for the resort.

Services

+ Graphic Design + Animation + Post-Production

Love, Re-imagined

Love is universal. Shouldn’t love songs be too? This spring, McCann and MGM Resorts in Las Vegas had the idea to re-create an album of classic wedding songs with LGBTQ couples in mind. Six iconic artists came together to turn that dream into a reality, swapping out he’s for she’s and guys for girls in a six-song EP of boldly romantic tracks. Our task was to create a short, animated film introducing the campaign, its aesthetic, and its culture-defining purpose.

Campaign Video

Our classic animation style takes the award-winning, hand-drawn feel of album cover illustrators Craig & Karl and brings it to life. Each vignette plays with ideas of modern love and gender in a way that feels both retro and refreshingly modern, taking the MGM Resorts brand into a more colorful and more diverse future. The result? A moving, award-winning brand campaign that Pitchfork recently called “a case study in how to get brand activism right.”