Cache Creek Casino Resort Billboard Concepts

Objective: To compile a set of creative billboard ideas that use extensions to maximize impact with consumers in competitive market areas for a luxury resort property in California. The creative needed to live in an existing larger brand campaign that often uses black backgrounds with specific type treatment, and the “Cache In” tagline.

Role: Creative Director, Art Director, Designer

An out-of-the-box idea that leverages the client’s strong food product while nodding to gaming.

The full height of the extension area is used for maximum impact with this idea that leans into a luxury style with black/white photography. Focusing on specific moments that appeal to the senses — taste, feel, and sound — to align with the proposed TV concepts.

Ideas leaning into the client’s food product featuring both real imagery shot fully in-house by our internal team, as well as AI-generated imagery. The steak concept with visible steam is based on a creative idea that involves mounting a fog machine on the back of the billboard, to make the steak look as if it is steaming hot, for added impact with consumers.

In this idea, we proposed that the billboard vendor install lights in the headlight areas of the vehicle image for added impact.

A series idea using lifestyle photography and the client’s existing tagline “Cache In” while featuring different amenities.

An idea featuring sophisticated-feeling lifestyle imagery with messaging specifically aligned with proposed TV concepts.