Case Study: The Deco, South Beach – Visual Storytelling That Drives Engagement
As part of a visual content refresh for The Deco, South Beach, I was brought in to photograph the hotel and its surrounding neighborhood to align with the company’s evolving creative direction, moving toward a more editorial, story-driven approach. The objective was to go beyond traditional property shots and capture a sense of place, one that would resonate with travelers looking for authenticity, vibrancy, and culture.
Expanding the Brief with Editorial Vision
While the initial creative brief focused on highlighting The Deco's interiors and amenities, I identified an opportunity to broaden the visual narrative by incorporating elements of the surrounding South Beach neighborhood, its iconic Art Deco architecture, renowned Caribbean-influenced cuisine, and dynamic local culture.
One standout example of this was a spontaneous sunrise shoot I did of a lifeguard stand painted in Pride colors. Though not on the original shot list, I recognized its value as evergreen content, assets that could be repurposed year-round for multiple channels, including:
Holiday social media posts (e.g., Pride Month, Fourth of July, summer campaigns)
Email newsletters
Blog content
Press kits and earned media
SEO-driven landing pages
This image, along with others from the shoot, was later featured in Sonder’s blog post, Passport to Pride, reinforcing the brand’s commitment to diversity, inclusion, and neighborhood storytelling.
