Aman Hotel Group Launches New York Location with Slick Spot

NM Talent directing duo Venkay bring slick, sophisticated style for the latest work with Aman Hotel Group. Venkay are the hotel groups go to directors for their non traditional approach to shooting.

Venkay go behind the scenes for an in depth look on their relationship with the hotel group and the newest campaign.

Aman has always been a brand we have felt connected to. 

Even before becoming filmmakers we had tried to work for them in various ways, so when we felt we were ready as a well established directing duo we made another approach, we went for it twice. The first reply was that Aman simply didn’t need any films - they were a brand built over word of mouth, a well kept secret among the international elites that made it such a special brand. How ironic. 

Fortunately persistence paid off and in 2017 we were given the opportunity to create our first film for them, (Aman Sveti Stefan) to illustrate what we had in mind: a highly sensorial film, an experiential piece where words were useless and literal depiction too mainstream - we actually envisioned the journey as being mostly introspective. 

We chose to rely solely on sound design to create an immersive mood, favouring the little moments a traveller would take the time to witness and turned them into scenes, like dancing rays and shadows, to convey the idea of mindfulness and give time its true presence. 

Back then the concept was very new within the travel & hospitality industry, it was flooded with a standardised look which buried many different brands under one style. We were lucky, our version was well received by the public, even more so by the community of 'Aman Junkies' who felt the films were a genuine rendition of their experience staying in an Aman… and that’s how the concept has remained throughout their films, establishing Aman’s visual identity. 

Our relationship with their brand director - Jonathon Gardiner - grew to become one of trust and respect which we were and still are very grateful for. Thanks to him the brand certainly feels a step ahead of the game.

We continue developing new concepts with him, some closer to art films and soon to be released. Based on what we experienced once we were on their property and what was available to us at the time, which is quite an unusual process… certainly opposite to a standard commercial film where everything is planned well in advance with many rounds of approval! 

I think this has helped shape us and helped us to become very instinctive as creative directors/ directors. We are able to easily adapt on set to all kinds of situations. 

Vincent doubling up as DOP and drone pilot came in very handy on many of those shoots where just being the two of us working as discreetly as possible was a requirement and necessity. His education as an editor has also allowed us to edit and, furthermore grade the films ourselves whenever necessary. 

Today when working on bigger projects, like the Dior or Mandarin Oriental films, the Aman experience allows us to bring all of these skills to the table. We are also able to speak the same language as all the people involved, in every stage of the filmmaking process. This gives us greater control when achieving an end result as close as possible to our original brief and intentions. 

The challenge with Aman New York was recreating the feeling of peace in one of the busiest cities in the world - and working on a property recently launched, with lots of people around and checking in and out every day. 

We worked around the idea of a sanctuary whenever within the property, the fast pace edit of the city introduction emphasises the contrast. We also chose to elevate the visual style (architectural timelapses) to mirror the importance of the art work present in the hotel, and turned the bustling energy of the city at night into moments of excitement, ending the film with an emotional appeal. 

We see ourselves as sensitive, narrative directors, but global citizens foremost. Our mixed cultural background (French, Chinese, and having lived in many parts of Asia and NYC for over a decade) defines us. Each one of our travelling experiences have broadened our minds a little further, every time. It’s the human experience, its energy and dynamics that we value the most when working on a project like Aman.