Hard Rock Hotel & Casino Atlantic City

Pre-launch and launch campaign for the new Hard Rock Hotel & Casino in Atlantic City. I developed BORN TO DEFY to highlight the underlying characteristic that unites the people of Atlantic City with the Hard Rock brand and the iconic musicians it celebrates. From TV to billboards to wild postings, the initiative also included naming restaurants and the nightclub within the property. DAER Nightclub has since gone on to become a popular hotspot that other Hard Rock casino properties have added to their locations.