"Borgata" means "village" in Italian. This campaign is called "It Takes a Borgata." And wow, it really does when it comes to creating such high-energy visuals. With the client's visual desires, the agency's creativity (Mischief), the lovely talent, and our production team, we were able to capture stunning visuals across the entire property.
The goal was to showcase key areas of the resort, which included the casino floor, three luxurious pools, the fine-dining steakhouse, suites, and the performance venue. As soon as we were awarded the project, we hopped on a plane to go up and meet the agency and to do a scout. We wanted to walk every space to start planning our vignettes and how to bring them to life.
To truly bring the whimsy to life at the Borgata, we needed to strike the perfect balance between dogged preparation and genuine spontaneity. After the scout, collectively we selected our favorite spots in each location, and we threw down tons of ideas for vignettes and detail shots. Some of the crazier ones did not get made, but we came close. We even crossed the line a few times, but you all will never see those. We created potential shot lists and the required times of days, and then played shuffleboard with what fit on what day with which talent, etc.
We landed on an action-packed four-day shoot schedule, starting with a day of wardrobe fittings. Knowing all the wardrobe that was coming, we did not want to do fittings on the shoot days. We just wanted to shoot, shoot, shoot.
We were thrilled to secure our dream wardrobe stylist from NYC and our crack production designer, who we had worked with before, who is from Philly.
Having this team working with us gave us confidence that when we wanted a couple to jump into the pool fully clothed, we’d be covered. When we decided that a showgirl walking through the casino would be cool, it was done. How about a strappy shoe crushing a perfect birthday cake? Some sparkle boots and an electric guitar to shoot through-done. You get the message. It takes a village of super-talented crew members to make this happen.
Even in its off-season, the Borgata draws quite a crowd. We had to move with grace and precision throughout the hotel and casino to avoid disturbing guests. We began in the Borgata's new "Asian Gaming" room, then worked our way into their noodle bar to get loosened up. On day two, we captured one of their luxurious pools starting at six am, and then made our way to the casino floor for slots and blackjack photos. We wrapped that day with our showgirl walk throughout the whole property. Day 3 was a big day with lots of extras, and we split our day between dining shots in the B-Prime Steakhouse, drinks at the bar, and high-energy content in the performing auditorium. There is nothing like ending a day with 40 extras, loud music, dancing, and a bubble machine. We spent our final day in the hotel rooms, showcasing fun and amenities that people may bring to their unique adventures away from home. We walked away tired, but with the biggest smiles on our faces, because we knew we'd captured the brilliance of the Borgata Hotel and Casino. Granted, we wrapped at midnight, but we still ended in the bar in the wee hours with our clients and crew reminiscing about what each person’s favorite shot was.
After days of going through the files and the footage, we presented our selects to the agency who then picked their selects to present to the ultimate client. You know you did a great job when they had a hard time deciding because there was so much great material. A few weeks of retouching and color correcting followed. We're proud to have created such high-energy, immersive lifestyle content, and we look forward to the day when we get to go back to the Borgata Hotel and Casino.
From live action to still imagery or a combo of both, let SC Pictures show you how we can present your concept in the best light.
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