Palms’ executive team and AKQA, Palms’ agency of record, tapped director Paul Hunter to bring that vision to life. 'From Dust to Gold' shows the resort as a leader in pop culture, food and entertainment, but also highlights its evolution by addressing new phases in art and design. The $620m multi-phased renovation of the property is celebrated in the creative, showcasing the destruction and progress. With a collection of new restaurants and entertainment venues, completely remodeled casino floor and property-wide contemporary art program opening today (May 17), the campaign is the first official property invite to both travelers and locals alike to experience the beginning of the resort’s makeover. In a city that’s constantly reshaping itself, the multifaceted Palms campaign puts forth the resort’s vision of ushering in a new era of Las Vegas by destroying the old.
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