Privilee — Hotel & Leisure Content Direction

When I joined Privilee, the brand had no owned visual content and relied entirely on hotel-supplied imagery. This resulted in inconsistent quality and a fragmented brand experience across all channels. A key priority was to create a cohesive, premium content library that would elevate the brand and consistently showcase partner venues.

I led the creative direction for Privilee’s hotel and leisure content, defining a visual language that was aspirational, experience-led and exclusive. The aim was to capture how members actually used hotel facilities — pools, beaches, dining and leisure spaces — while maintaining a polished, dreamlike aesthetic that aligned with the brand’s positioning..

In partnership with Liquorice Productions, I commissioned and directed photography and video across hotel partners throughout the UAE. Many venues were operating at full capacity, requiring careful planning, negotiation and coordination with hotel teams to secure access, manage shoot timings and avoid guest disruption. My role involved shaping shot lists, directing production and working closely with venue teams to deliver high-quality content while operating within live hotel environments.

The result was a consistent, owned content library used across the member app, social media, campaigns and launches, significantly elevating the brand’s visual presence.

Deliverables

• Fitness-focused photography & video content
• Creative direction & production oversight
• Content for app, social media, campaigns & launches.