Challenge
How can a centenary campaign make a hundred years of history feel relevant to guests today?
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Centenary identity · 360° campaign · Generative AI film
Carlton
Project images01/10
Centenary identity · 360° campaign · Generative AI film
Carlton
For its centenary, Hôtel Carlton brings two eras together through a line inspired by its name: “Car le temps…”
Project name
Carlton
Methods
DATEM
Deliverables
Centenary identity
360° campaign and copywriting
Film writing, direction and production
Brand story
Carlton, car le temps…
In French, Carlton echoes “car le temps”, meaning “because time”. L’Alchimiste Studio built the centenary campaign around that sound. At breakfast or on the terrace, guests from different eras share the same frame. Black and white meets colour to show a pleasure that has endured: spending time at the Carlton.
Watch the Carlton filmA century of hospitality told through experiences guests can recognise and still enjoy.
Solution
We designed a centenary mark, a series of lines beginning “Car le temps…” and a film that brings two eras into the same settings. The identity carries through from invitations to objects guests encounter at the hotel.
Impact
The play on words anchors each message in the hotel’s name and gives the film, posters and anniversary materials a shared story.
Craft & added value
Bringing two eras into the same frame
In DATEM, the centenary is the starting point, shared moments evoke emotion, and the campaign line connects that emotion to the Carlton name. Generative AI helped realise the scenes conceived by the studio. Writing, art direction and editing keep the story coherent.
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