Creative director Laura Wimer Jewell in Indie Agency News

"The creative and production thinking happened together from Day 1," notes Laura. "That changed the questions we were asking: which stories deserved motion, which moments were stronger as stills, where local talent could make the work more efficient, what could happen simultaneously, and what absolutely could not."

The Hilton project is part of Giant Originals, developed by Giant and Laura to offer brands a creative and production solution that's both streamlined and high impact.

"You cannot figure out the creative idea first and the production system second," says Laura. "The system is part of the idea. And sometimes the production system IS the idea."