Shangri-La was facing a prolonged decline in ADR due to being perceived as a functional, business-oriented luxury brand. Recognizing changing travel preferences, Shangri-La underwent a brand transformation and wanted to break free from typical hospitality marketing to create something truly compelling and shift customer perceptions.

We leaned into connotations of the word “Shangri-La” – creating a whimsical, naturally-inspired wonderland where hospitality meets fantasy. The film is the core asset and inspiration for our campaign’s creative idea and tagline for our global campaign – “Find Your Shangri-La”. It is brought to life by a peony (the traveller), and four characters representing the brand’s core offerings: culinary excellence (hummingbird), special occasions (wedding gown), wellness (penguins), and family (toy train). The film aims to bring joy to people by exploring how these characters find their moments of joy or, their “Shangri-La”, through the instances of delightful, heartfelt, and personalised hospitality Shangri-La hotels provide.

The Mill (formerly MPC) crafted 'invisible' VFX that isn't overly flashy and meant to be tangible, believable fantasy, ultimately aimed at giving CG characters distinct personalities. Challenges included maintaining believability and clarity in intention, while achieving realism in intricate details for a seamless blend with live-action footage. The CG artists studied the movement of real peonies in small breezes, to changes in light. They also studied eleven different species of penguins before settling on one that they felt could be realistic and yet whimsical. The hummingbird, particularly the feathers, posed CGI challenges in simulating details, vibrant colors, and realistic flight dynamics.

The team employed Motion Capture, CGI, Matte Painting, Rotoscopy, Fluid Simulation, and Digital Doubles, and Procedural Generation techniques. The goal was to push technological boundaries for a visually convincing and immersive cinematic experience, combining cultural symbolism with meticulous research for lifelike character.