Case Studies Overview

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.

Results & Impact

Since the brand’s shift in 2022 toward an editorial, lifestyle-oriented visual strategy, properties like The Deco have seen increased engagement across content platforms. Key benefits observed include:

  • Higher engagement on social media due to more authentic, scroll-stopping imagery that resonates with both leisure and business travelers.

  • Improved media coverage as travel publications are more inclined to feature properties with high-quality, narrative-driven assets.

  • Greater versatility in marketing thanks to evergreen images that can be used flexibly across various campaigns and timelines.

  • Stronger local connection—by showcasing more than just the hotel, we positioned The Deco as a gateway to the best of South Beach, deepening its appeal.

By extending the scope of the shoot and capturing the unexpected—like a Pride-themed lifeguard tower at sunrise—we created imagery that is not only visually striking but also emotionally resonant. This approach continues to support The Deco's storytelling goals and reinforces its place as more than just a hotel, it’s part of the cultural fabric of Miami Beach.