Behind the Scenes of the Party of the Decade

by Administrator16. May 2013 15:48

Planning for the Party of the Decade started months prior to its launch date. An entire campaign was created to incorporate the anniversary with Route 66 icon, Miss 66. The campaign development was a collaboration between creative director Derek Johnson and Commercial Head Films.  The creative team designed concepts for the 10th Anniversary logo and advertising campaign.  Skip Sayre, Chief of Sales and Marketing along with Maria Lamar, Marketing Manager joined director Moshe Brakha in Los Angeles to shoot new images featuring Miss 66.


Attention to the smallest detail was important.  This is what Miss 66’s costume looked like in the beginning. Final embellishments were hand sewn to and chosen to best accent her accessories.


Over twenty different styles and colors of top hats were considered. The final hat chosen for the campaign was embellished further with sequins and rubies to match her costume.


Silver, black, red…so many choices.


A classic pin up hairstyle was chosen to finish off Miss 66’s new look. 

Comments (1) -

melanneUnited States
5/20/2013 9:58:09 AM #

I really like her, but I've never seen her at the casino ;)


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