For Holiday Inn, I led an integrated campaign across television, print, OOH, digital, and experiential—anchored in a simple idea that turned into something bigger.

The original print campaign inspired Towel Amnesty Day—an experiential effort inviting guests to confess to the Holiday Inn towels they’d “borrowed” in exchange for full amnesty. The campaign extended into a wave of shared stories, a published book, and the recreation of the iconic towel—distributed across six U.S. beaches over Labor Day weekend.

The effort generated over 100 million global impressions in just three days.

The campaign was Emmy-nominated, won a Cannes Lion, and was recognized by The One Show, Communication Arts, Creativity, The Kelly Awards, and the Athena Awards.

Credits: Art Director, Group Creative Director.