Stuart Elliott’s “Advertising” column in The New York Times spotlights Matthew Rolston’s latest R-ROLL production

When Matthew Rolston conceived the rock & roll theme of sbe Entertainment’s boutique hotel brand the Redbury in Hollywood, it proved to be an instant hit. So it’s no surprise that sbe asked Matthew to help develop the hotel’s new cutting-edge, Web-based marketing campaign, which Stuart Elliott of The New York Times recently chronicled in his highly influential column “Advertising.”

Matthew’s challenge was “to produce a campaign that would help attract to the Redbury more guests from its largest international feeder market, Australia, as well as show off its features, which include a restaurant, Cleo, and an indoor-outdoor lounge, the Library,” explains Elliott.

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Matthew’s concept, which taps directly into the current zeitgeist of branded entertainment, was to create a music video that takes place entirely in and around the hotel. He selected a young, all-male Australian band, the Rubens, whose hip style and sensibility reflect the Redbury brand aesthetic, and he acted as both creative director and executive producer of the project, which included not only a music video titled “The Best We Got” but also a behind-the-scenes documentary film and and accompanying stills.

“The hotel was conceived to cater to those in the creative industries, such as music, publishing, advertising, and fashion,” notes Matthew, “so the concept itself was a natural fit.” And with the Rubens’ self-titled debut album scheduled to be released by Warner Brother Records this month, the timing was exceptionally good.

.The music video for “The Best We Got” is sexy, stylish, and addictive. It’s everything you’d want from a clip starring a band of hunky Australian lads—or from a marketing campaign for a sexy, stylish, and addictive hotel. And that duality is by design: It is meant to perfectly reflect the Redbury’s aspirational lifestyle. To quote directly from Matthew’s written concept for the project: “Watch one of the coolest young bands in the business, the Rubens, live out their creative process—writing, eating, drinking, hanging out, making love, and fighting over creative issues, as they compose, rehearse, and record an original song, ‘The Best We Got,’ in and around the colorful and bohemian confines of Hollywood’s the Redbury Hotel.”

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The Rubens

Australian group the Rubens (from left): Zaac Margin, Scott Baldwin, Sam Margin, and Elliot Margin. Their self-titled album (right) hit stores this month.

Screen Shot 2013-09-18 at 12.16.52 PM

A still from the behind-the-scenes documentary of “The Best We Got” with (from left) Matthew Rolston, Scott Baldwin, and Sean Nalaboff.

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The music video, and its accompanying four-plus-minute behind-the-scenes documentary, were produced by Matthew’s R-ROLL production unit. He tapped Sean Nalaboff, a talented young director with whom he’s worked in the past, to helm the music video. The behind-the-scenes documentary was directed by another young filmmaker who works with R-ROLL, Sophie Turner. “This project is something I feel points the way toward the future of marketing and advertising,” Matthew says of the Redbury/Rubens campaign, “where entertainment really is the medium.”

.“The Redbury brand is rooted in rock & rock and Hollywood,’” Veronica Smiley, chief marketing officer at sbe Hotel Group in Los Angeles, which owns the Redbury, told the Times. And that audience wants “unique and unexpected” ways to connect with the brand. Matthew’s music video concept, she notes, is “an authentic extension of how we have envisioned our brand. We were thrilled with how it turned out.”

Let Matthew himself take you behind the scenes of “The Best We Got” here:
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