Championing individuality

In order to maximise Hard Rock’s global relevance and interest, we needed to position the already iconic brand as more fashion forward and edgy to reach more of their target consumers – millennials. We organised and created film content as part of the ‘This is my Hard Rock’ brand campaign.

The film focuses on celebrating individuality, passion and authenticity, playing on the
individuality of the models, their passion points, mixed with real people to articulate eccentricity as well as personal style.

Our visual approach was rooted in communicating the spirit of Hard Rock Cafe’s core beliefs – individuality, authenticity and creativity. The models chosen for the campaign were those who truly embodied these values. To drive home this new attitude, we added unapologetic phrases including ‘This is My Vibe’ and ‘This is My Beat’.