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Behind the Scenes of a Major Brand Launch: Hard Rock Hotel & Casino Ottawa
In May 2025, Phantom was brought on to support one of the most high-profile brand debuts in the region: the launch of the Hard Rock Hotel & Casino Ottawa. What began as a fast-tracked assignment quickly evolved into a 40-day production sprint, encompassing 17 unique shoot days, a full suite of deliverables, and extensive collaboration between our Ottawa-based team and Hard Rock’s global branding and marketing offices.
This wasn’t just a campaign. It was a test of scale, agility, and creative execution; one of the most dynamic projects we’ve delivered to date.
Content That Resonates
Phantom led the end-to-end creation of a broad content suite, including:
Creative concepting and storyboarding
High-end photography and videography
Drone cinematography
Live-action commercials
A custom animated logo, developed to meet Hard Rock’s international brand guidelines
The animated logo was submitted to corporate and approved on the first review—without any major revisions. In campaigns of this size and visibility, that’s a rare and meaningful win.
Another standout success was the Elevator Ad—an original concept pitched by Chris and brought to life by Phantom. Inspired by Hard Rock’s 2025 tagline, “No matter who you are, this is the place to be,” the ad captures the spirit of inclusivity and excitement that defines the brand.
The concept follows an average Joe starting his journey at the top floor of an elevator. As it descends, each stop welcomes new characters who represent different aspects of the Hard Rock experience: a couple heading to a date night at Council Oak, a group of friends on their way to a concert at Hard Rock Live, a high roller destined for the casino, and a showgirl getting ready to perform. By the time the elevator reaches the bottom, they’ve all bonded—strangers turned friends—highlighting that no matter what brings you to Hard Rock, you belong here.
What makes this especially noteworthy is how Chris was able to develop and get the concept approved during production, ahead of the property’s opening, seamlessly tying the creative into the larger campaign message.
As of July 30, 2025, the video has earned over 400,000 views and continues to perform strongly across Hard Rock Ottawa’s digital platforms.
A Word From Our Client
On LinkedIn, Hard Rock Hotel & Casino Ottawa shared:
“We’re proud to share our latest digital ad, a vibrant and visually stunning piece that captures the energy and experience of Hard Rock Hotel & Casino Ottawa. Huge thanks to the talented team at Phantom Productions (from Ottawa) for bringing our vision to life. Your attention to detail, creativity and collaborative spirit made this project truly exceptional in showing what the place to be is about.”
Setting the Stage: A Production Unlike Any Other
The project officially kicked off in early May, with filming stretching until July 3rd. Our team had a constant on-the-ground presence in Ottawa; an essential factor in a project with this many moving parts. When you’re navigating tight timelines, customs unpredictability, and last-minute requests, being local matters.
One standout moment came when a truckload of Hard Rock memorabilia, shipped all the way from Florida, finally cleared customs but not on its planned delivery date. It arrived suddenly a few days later, throwing our schedule into flux. With just two hours’ notice, our team mobilized, shifting resources and reworking the shoot plan in real time. That kind of flexibility simply isn’t possible without a team embedded in the project.
Opening Day: Speed, Precision, and Impact
Launch day was a sprint. With seven team members onsite, Phantom managed everything from live edits to final media delivery. One key highlight? We finished shooting a video at 1:15 PM during the opening celebration. By 1:30 PM, it was edited and published–a 15-minute turnaround. Multiple editors worked simultaneously to meet this tight window, showcasing our team’s seamless coordination and technical execution under pressure.
We wanted this to be quick so hard rock would be the first to announce not news outlets.be ahead of the news cycle.
Creative Strategy That Captured the Hard Rock Spirit
Early in the project, Chief Creative Director Chris Roussakis and CEO Kyle Smendziuk visited Hard Rock’s flagship property in Hollywood, Florida. The goal: understand the brand’s essence firsthand. That visit revealed how deeply Hard Rock embeds music and energy into every detail—from guitar-stitched bed sheets to in-room musical equipment available to guests.
This immersive experience shaped our creative tone, visual aesthetic, and overall storytelling approach. We weren’t just capturing the look of Hard Rock—we were working to embody its rhythm.
Real-Time Challenges in a Live Construction Zone
Filming a brand launch is always a complex endeavor—but doing so within an active construction site brings a unique set of challenges that come with projects of this scale.
These conditions weren’t setbacks—they were simply part of the reality of bringing something this ambitious to life. From the start, we worked closely with our client, aligning on a flexible approach and adapting together as the space evolved.
During production, hotel rooms were still being completed, signage was installed just days before opening, and essential areas like the kitchens remained inaccessible. Our team stayed agile throughout, adjusting shot lists, scouting new angles on the fly, and coordinating smoothly around construction teams and equipment. Together with our client, we navigated these moving pieces while maintaining a high standard of quality across all content.
Final Thoughts
The Hard Rock Ottawa project tested everything: speed, scale, storytelling, and team coordination. We’re proud of what we accomplished; not just in terms of deliverables, but in the way we brought Hard Rock’s brand to life in a new market.
From late-night edits to last-minute location shifts, from strategy to execution, this campaign reflects what Phantom does best: turning complex, high-stakes challenges into bold, memorable creative.
We’re thrilled to have helped launch the “place to be” in Ottawa and we can’t wait to show you what’s next.
