Work / St. Regis Moscow Nikolskaya
The St. Regis
Moscow Nikolskaya
The brief
Tell the story of the hotel through the one thing that makes it singular — the butler.
The St. Regis Moscow Nikolskaya is among the city’s finest hotels, with a signature few can claim: a personal butler for every guest. Rather than a standard property film, we built the work around that idea — a story-led series, ‘One Day in the Life of a Butler’, designed for the hotel’s social channels to make guests fall for the service before they ever check in.
The result was a body of narrative hotel content for The St. Regis Moscow Nikolskaya: a cinematic property film alongside a set of short, characterful social clips — cocktails and champagne sabrage, the lobby ballerina, and a butler left in charge of a young guest who leads him on a chase through the hotel. It’s the kind of director-led storytelling that turns a luxury brand standard into something people genuinely want to watch.
The approach
Everything was built around character and warmth, with a light comic touch rather than a hard sell. We worked to St. Regis’s own video guidelines — editorial rather than documentary, warm natural light, shallow depth of field and story-first editing — so the films felt unmistakably on-brand while still carrying real personality. The butler stayed the thread through every clip: the constant presence that makes a St. Regis stay what it is.
A story, not a showreel
One butler, one day — warm, funny, human — instead of a list of features.
The butler as the hero
The hotel’s signature service became the whole narrative, not a footnote.
On-brand by design
Editorial tone, natural light and story-first cutting, to St. Regis’s own standards.
Frames
Frames from the butler series — story over showreel.
How it was used
Delivered as a property film and a series of short social clips for The St. Regis Moscow Nikolskaya’s own channels — characterful, on-brand content built to run across the hotel’s Instagram.