SANDS CHINA - CONTENT PRODUCTION
Role: Creative Producer
Client: Sands China Ltd.
Location: Macau, China
As a Creative Producer for Sands China Ltd., I was responsible for overseeing the development and execution of high-impact visual advertising campaigns across a diverse portfolio of integrated resorts, including The Venetian Macao, The Parisian Macao, and Sands Macao. With an annual revenue of US$6.6 billion in 2016, Sands China demanded top-tier creative content to communicate luxury, escapism, and world-class entertainment.
Our campaigns featured prominent global and regional celebrities, enhancing brand prestige and appeal. Notable partnerships included:
David Beckham: As a global ambassador, Beckham's campaigns highlighted the luxury and sophistication of Sands China's properties, aligning with their brand image.
Sophie Marceau: The French actress participated in campaigns that emphasised elegance and cultural richness, resonating with international audiences.
Fanfan (Zhang Fanfan): The Chinese singer and actress engaged local audiences through campaigns that blended entertainment with cultural relevance.
Hacken Lee: The Hong Kong Cantopop icon's performances and appearances attracted fans and enhanced the entertainment offerings at Sands China's resorts.
Sheldon Adelson: The late founder and majority shareholder of Sands China appeared in select campaigns, reinforcing the company's commitment to excellence and leadership in the industry.
In addition to celebrity partnerships, I collaborated closely with internal teams and external agencies to produce a wide range of content, including television commercials, digital advertisements, print materials, and on-site experiential activations. The goal was to create cohesive and compelling narratives that showcased the unique offerings of each property while maintaining a consistent brand voice.
This role required a deep understanding of luxury branding, cross-cultural communication, and the ability to manage complex production schedules to deliver high-quality content that met the strategic objectives of Sands China.
Tags: luxury resort marketing, celebrity partnerships, integrated resort advertising, experiential campaigns, Sands China content strategy