Creativity

Peninsula Hotels: Annie Leibovitz Unleashed

Annie Leibovitz and Agency Sacks, a New York shop that that specializes in luxury goods marketing, have teamed up for a disarmingly candid "Portraits of Peninsula" campaign for ritzy Peninsula Hotels. The spontaneous-style black-and-whites

Published on Nov 04, 2004

Editor's Pick

Annie Leibovitz and Agency Sacks, a New York shop that that specializes in luxury goods marketing, have teamed up for a disarmingly candid "Portraits of Peninsula" campaign for ritzy Peninsula Hotels. The spontaneous-style black-and-whites feature Peninsula staff members in action, shot in the U.S. and Asia. According to the agency, Leibovitz "was given free rein to roam the hotels, in public spaces and back-of-the-house areas, shooting wherever she wished and choosing whichever scenes or staff members she believed best represented the heart and soul of the hotels." Adds Leibovitz, "I love the stories behind what people do, and in portraiture you need to know the stories and then the image comes to life for you." What she got from Peninsula doormen, room attendants and the hotels' trademark pageboys is a sense that "the wonderful caring staff are the real stars of the Peninsula Hotels

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About

Credits

Date
Nov 04, 2004
Client:
Peninsula Hotels
Creative Director:
Andrew Sacks
Art Director:
Lynn Kokorsky
Copywriter:
Beth Levine
Photographer:
Annie Leibovitz
Agency:
Agency Sacks New York

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