FUNNER, CA / RISE OF RIGGLE
PROJECT ROLE
CREATIVE DIRECTION, ON-SET DIRECTION
USHERING IN A NEW ERA OF OPULENCE
CREATIVE STRATEGY
CAMPAIGN DEVELOPMENT
EXPERIENCE
challenge
With the first mayor term coming to a close, there was need of a new era. We needed to push the destination in a new way, with a new face, a new voice. While year one was kitsch and cool, year two needed to elevate the narrative and match the upgrades being made on property.
approach
After rounds of deliberating who the next mayor should be, we landed on the one and only, Rob Riggle. Known for his charm, quick wit, and a certain je ne sais quoi. With the property having several new updates, we brought a sense of opulence to everything we did to match the Funner way of living. This was the chance to truly tell the story of how to mayor.
FITTING THE MAYOR IN STYLE
With opulence and style in mind, every wardrobe piece for Mayor Rob Riggle was custom made. From the glorious nudie suit made by the team at Ft. Lonesome to the day-to-day leisurewear designed by Jason Alper, everything was fit for a mayor who demanded style… and a little bit of humor. A 13ft long robe? Gold epaulettes on a cut and sew polo? Wait, scratch that… gold epaulettes on everything? A wardrobe that was Funner from head to toe.
ENTERTAINING GUESTS WITH
A MAYORAL HOTLINE
Every aspect of the work had a “Funner filter.” It was always about taking something ordinary and making extraordinary. Leveraging the guest experience, we took real customer reviews and interpreted them in “Funner” ways. Through traditional channels, we broke through the clutter of everyday destination advertising.