To introduce the world to the new ANDAZ brand identity, RO NEW YORK conceptualized, created and produced its two-phased global communication campaign shot in Mexico, Germany and Japan. With an overarching message of “Be Like No One’s Watching,” this campaign depicts 6 guests transforming from their daytime selves to their most authentic alter egos at ANDAZ properties, all inspired by the hotels, the destination, and travel itself. The campaign was shot by acclaimed fashion photographer Ruven Afanador and consists of digital ads, wild postings, and video executions for web and social media. The first phase shares the stories of 3 alter egos, launching first with a Vogue September issue media blitz. The brand’s bold color palette, typographic system, and photography style come to life on property through its collateral touchpoints, maintaining its pillar of sophisticated whimsy.