Call of the Wild
When The Restoration Hotel Collection set its sights on Asheville, North Carolina, they turned to Vacancy to help launch their second property—and their boldest brand story yet. While the flagship Charleston location leaned into history and tradition, Asheville offered something wilder, freer, and more elemental.
Campaign Ideation
Campaign Messaging
Production
Campaign Rollout
Campaign Ideation
We began by positioning Asheville not just as a destination, but as a feeling—something untamed and deeply personal. The concept, The Call of the Wild, captured the essence of the place and the property: a chance to return to yourself through the beauty of the Blue Ridge Mountains.
Campaign Messaging
From this concept, we developed a layered messaging system built around poetic simplicity.The script for the campaign’s anthemic brand film was grounded in sensory detail, vulnerability, and self-discovery: “We spend our whole lives looking for ourselves. And I think it’s important to realize that maybe we were never lost.”
Production
To bring this vision to life, we led a full-scale production in the mountains of Asheville, capturing both sweeping landscapes and intimate moments of reflection. From leaping into a lake at sunrise to grounding barefoot in a quiet field, every shot was crafted to convey not just movement, but transformation.
VIEW SIMILAR PROJECTS
Royal Sun Palm Springs
A new identity for a Palm Springs hideaway in the sun.
Art Haus
Creating a home for all creative kind.
Moravia Has More Fun
A larger-than-life campaign for yachting’s wild side.
