ShoP The Cosmopolitan

THE CHALLENGE 

Launch luxury retail website for The Cosmopolitan Las Vegas (MGM property, $1.1B annual revenue) offering branded sleep, bath, and lifestyle products. Create premium e-commerce experience with zero existing product photography, tight budget, and mismanaged creative execution already in progress.  

MY ROLE  

Contract Creative Director | Hotels at Home  

• Led cross-functional team (CGI artist, designer, photo editor, retoucher, DAM administrator, engineers, QA) through 8-10 month project brought in mid-stream to course-correct 
• Provided specific design direction and accountability to CGI artist, establishing clear deadlines and quality standards 
• Coached junior designer on art direction fundamentals and professional standards, elevating understanding and building knowledge for future expanded role
• Pushed retoucher to new performance levels through detailed feedback focusing on quality details others missed 
• Optimized DAM structure improving productivity beyond project scope, benefiting multiple teams and departments  

THE STRATEGY  

The creative challenge was clear: deliver luxury brand experience without luxury budget. My strategy centered on innovation over expenditure—leveraging CGI technology to create aspirational room environments where products could live, then integrating in-house product photography through meticulous retouching. This approach allowed us to create premium visual storytelling that matched The Cosmopolitan's brand positioning while staying within budget constraints. Equally important was my focus on team development—by mentoring and elevating the team's capabilities, we'd build sustainable quality, not just meet a deadline.  

THE EXECUTION

Directed CGI artist to create stylized luxury room environments reflecting The Cosmopolitan's design aesthetic. Conducted in-house photoshoots with sample products using existing studio resources. Led retoucher through detailed integration process, layering product photography into CGI environments with attention to lighting, shadows, and spatial relationships that others had overlooked. Coached designer on art direction principles while managing workflow through DAM optimization. Collaborated with engineering and QA teams to ensure creative vision translated to functional e-commerce experience. Held team accountable to deadlines while maintaining quality standards.  

THE IMPACT

• Successful on-time launch enabling new revenue stream through brand licensing partnership model
• Elevated team capabilities through hands-on coaching and clear accountability (CEO specifically acknowledged improved performance across creative team) 
• Improved operational efficiency beyond project scope by restructuring DAM, increasing productivity across multiple projects and departments
• Maintained luxury brand integrity on constrained budget, protecting premium positioning of $5.6B property