1 HOTELS

[AGENCY]
Beekman Social

[CLIENT]
1 Hotels

[SERVICES]
Concept Development
Direction
Video Capture (iPhone)
Photography
Social Production

[YEAR]
2023

[THE TASK]

How does 1 Hotels LAUNCH on an entertainment platform like TikTok while staying true to its luxury sustainability brand?

[context]

At 1 Hotels, nature is everything. Beyond their deliberate designs, every sight you see and bite you take is infused with the beauty and bounty of nature.

Balancing the brand’s luxury identity with TikTok’s playful nature, I spearheaded two back to back productions, including developing concepts that turned eco-conscious living into engaging storytelling.

I covered everything from pre-production planning and platform-specific concepting to on-site direction and post-production oversight.

CAPITALIZED ON TIKTOK TRENDS TO CREATE MEMORABLE AND IMPACTFUL MOMENTS that showcased our SPACES AND CITIES.

CREATeD FUN City Guides That InspireD sustainable Exploration by Foot, Bike, and EV.

Highlighted Luxury Sustainability at 1 Hotels—FROM ZERO-WASTE DELIGHTS TO Biophilic Design.

LEANED INTO HUMOR TO KEEP It Fun and Unpretentious.

Photos I took for 1 Hotel Toronto City Guide, exploring the Art Gallery of Ontario, Kensington Market, and the Toronto waterfront—sustainably.

[why it worked]

This content worked because it made sustainability feel cool, not preachy. Trends like Wes Anderson and fun city guides made eco-living look effortless and stylish.

TikTok loves visually satisfying, lighthearted storytelling, and this hit the sweet spot between luxury and playfulness.

Keeping it fun and unpretentious made 1 Hotels feel aspirational but still relatable.

250K

TIKTOK VIEWS

8K+

TIKTOK FOLLOWERS

2.84%

AVG. ENGAGEMENT RATE

29

VIDEOS PRODUCED

[SUPPORTING TEAM]
Erin Ault (Social Strategist)
Gilly Millner (Art Director)
Atom Winston (Video Editor)