Predictably Unpredictable | Hotel Lucine

For this 30-second spot, we set out to do more than just showcase Hotel Lucine. We wanted to pull viewers into its peculiar and timeless world. From writing and directing to producing and editing, we had a blast crafting a film that feels like stepping into a dream where mid-century elegance meets the delightfully unexpected.

Coming up with the creative for this was just as fun as making it. We played with ideas that felt both familiar and surreal, leaning into the hotel’s quirks like toilet art, a record player stuck on French jazz, and a menu that even surprises the chef.

To bring it all to life, we shot on the Alexa 35 with classic Cooke Panchros, blending crisp detail with a vintage softness that feels straight out of another era. Every frame was carefully composed with warm colors, symmetry, and perfectly imperfect details to capture the charm of Hotel Lucine.

From the first idea to the final cut, this was one of those projects where every step was a joy. We cannot wait to share it with you.

- Zach Callaway