A major US coastal resort and convention centre needed a creative partner who could move at pace, think strategically, and deliver across every single touchpoint.
The challenge
A major US coastal resort and convention centre needed a creative partner who could move at pace, think strategically, and deliver across every single touchpoint — from Instagram Reels to grand opening laser shows. They needed one team that could handle campaign planning, content strategy, copywriting, social media, graphic design, video editing, presentations, OOH advertising, digital and physical materials, murals, illustrations, magazine adverts, menus, and image retouching. The alternative was briefing a dozen different suppliers with no consistency of tone or quality across formats.
What we did
Over the course of 2025, Squishy embedded as a true fractional creative team: not waiting to be briefed, but proactively leading on every creative workstream. Squishy delivered 693 total hours across 242 tasks — the equivalent of 17 weeks and 2 days of full-time manpower — from one joined-up fractional team. Of those hours, 551.5 went into design and video editing, 85 into social media, and 32 into strategy, supported by 45 collaborative meetings across the year. Highlights included a Grand Opening Laser Show storyboarded and animated in partnership with PepsiCo, a 100-day social media campaign conceived and run end-to-end, OOH billboards, F&B menus across all dining outlets, back-of-house murals, magazine adverts, and a full brand framework.
The numbers speak for themselves
- ? 693 hours of creative work across 242 tasks from one fractional team
- ? 60.88% Reel engagement rate — approximately 20–60x the industry benchmark
- ? Top 1% global hotel Instagram ranking (#3,637 out of 330,000+ properties)
- ? 405.89% average activity rate on social content
- ? 246.2 average likes and 18.2 average comments per Reel
- ? Grand Opening Laser Show storyboarded and animated in partnership with PepsiCo
- ? 100-day social media campaign conceived and run end-to-end
- ? 10+ content formats delivered: Reels, carousels, paid ads, video, OOH, print, murals, menus, presentations, and more
- ? 45 collaborative meetings across the year, averaging 2.9 hours per task
Since January, we've partnered closely with the team to bring their vision to life. From campaign planning and content strategy to graphic design, video production, and day-to-day creative support, our role has been to translate their ideas into polished, on-brand outputs that support their business objectives. Working with them has been an absolute pleasure — clear direction from the team paired with our creative execution has made for a productive and enjoyable working rhythm.
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Every business is different, but the approach is the same - smart strategy, brilliant execution, measurable outcomes.
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