Overview

For cinephiles who like their movies — and their peace and quiet — the VIP experience comes with one irresistible perk: no kids allowed.

Building on that insight, our 2025 VIP campaign leaned into attitude and indulgence with “VIP Be Like” and a bold OMG VIP lock-up that burst with flavour, personality, and unapologetic grown-up energy.

Creative Approach

The refreshed creative system brought a cinematic flair to food photography and copywriting. Rich textures, confident colour, and playful typography gave the campaign a luxurious yet lighthearted tone — reinforcing that VIP dining is as much a part of the experience as the film itself.

Results

The campaign launched alongside a crave-forward menu that proved design sells:
 • Average spend per guest rose 3–12% across all categories

Visually, the work blended typographic energy, vibrant food styling, and a cinematic lounge aesthetic to capture that feeling of “your night, your way.”

Because sometimes, the best part of going to the movies is that you’re off-duty — and on treat-yourself time.

Credits

Creative Direction: Mike Lucas
Design: Jarred Katz,  Kelly Thornton
Motion Design : Dan D'Alessio
Copywriting: Chris Dow
Photography : Andrew Grinton

Mike Lucas

is Vinyldust

mike@vinyldust.com

© Mike Lucas 2025 

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