To set itself apart from other rowdy Las Vegas hotels all competing to be the loudest, sexiest and most glamorous on the Strip, the launch of Park MGM harnessed what the strip truly stands for: chance. We injected chance into every aspect of the campaign, from our TVC, to OOH, to short films, by using the Craigslist Missed Connections of young thrill-seekers on their elusive search for “true love.” At Park MGM chance pulses behind every door, in every pool. It’s the place to find fate, in love or in cards. Forever, or just tonight. Because if it’s meant to be, it will be at Park MGM.

Launched across TVC, Digital Video, and Youtube in 2018, the first "If It’s Meant to Be" campaign commercials were born from the most hopeful and romantic place on the internet we know of: craigslist missed connections. This small, clunky-looking, but powerful messages are completely rogue chances at love, and truly the most beautiful appeals to the hands of fate.

In these spots, we see that the world truly believes in the power of love at first sight. Naturally, these messages became the voice and heart of our script, which paired their words with gorgeously composed visuals that were all shot from above and looked down on these chance encounters like two ships passing in the night.

Before the hotel was even completed, we wanted to keep up the campaign’s momentum by making a grand gesture to our audience. Continually inspired by the unexpected vulnerability of craigslist missed connections, we architected an experience for one young woman that put her gesture of love and fate to the test. We bought a billboard and displayed her craigslist missed connection for the world to see. Unfortunately, the guy in the yellow shoes never showed, but the chance of it happening was what this campaign was all about.

Finally, by harnessing the intoxicating potential of chance, and armed with the knowledge that it only takes 8.2 seconds to fall in love, we created “Las Vegas Love Stories,” not one, but six 8.2 second feature films – each telling a story of fate, chance, and love.

Created in collaboration with academy award winner Michel Gondry and his brother Olivier, we gave the films the full red carpet treatment, including an LA film premiere, billboards on Hollywood Boulevard, artfully designed film posters, a theatrical trailer, and an official IMDB page for each film.