It was a scary task: replace the legendary What Happens in Vegas, Stays in Vegas campaign.

Out writing that line would be impossible. So we didn’t. We took inspiration from one of Las Vegas’ most iconic landmarks and turned up the voltage.

Welcome to Fabulous isn't just a greeting from the world's most spectacular city, it's a reminder that Las Vegas is a place that puts a smile on your face and your jaw on the floor.

Las Vegas                     
Welcome to Fabulous
Role: Creative Director
Director: Vedran Rupic
Production: MJZ & ILOVEDUST
Agency: R&R

Then we sent out a playful invitation to the world, glitching the line from “Welcome To Fabulous” to “Come to Fabulous” in key OOH placements.

When NFL players show up to the stadium, the loading tunnel becomes a fashion runway. But the tunnel itself is a drab, cinder block hallway. So we added a bit of Fabulous Las Vegas flair, and decked out the tunnel with a neon OOH installation that placed us in every photo and video as these superstars entered the stadium. The content got instantly blasted out on social from the NFL, Yahoo Sports, Fanduel, and was featured on ESPN’s NFL broadcast.