Fellow Kids and Good Behavior Do “The Great Redirect” for Caesars Republic Lake Tahoe
This April, Caesars Republic Lake Tahoe partnered with creative agency Fellow Kids in its latest installment of the “Great Redirect” campaign to relaunch the Hotel & Casino after its $200 million transformation into a modern alpine escape. “The Great Redirect” challenges the idea that traveling to luxurious destinations requires traveling internationally, reframing Lake Tahoe as a destination that delivers world-class experiences without leaving the country. The campaign was produced by Good Behavior and directed by Pete Marquis.
At a time when Millennial travelers are rethinking the value of long-haul trips (By 2030, millennials will be the highest-spending travel demographic), the campaign taps into a growing cultural shift toward high-quality, closer to home experiences. The film features the restaurateur and celebrity chef Gordon Ramsay to deliver the campaign’s humor in re-direction, tapping into the generational tension between aspiration and accessibility. “The Great Redirect” is a multi-year brand campaign, following its first film that dropped in August 2025 which compares Caesars Republic Lake Tahoe to the world-famous destination of the Czech Republic.
Caesars Entertainment’s $200 million transformation of Caesars Republic Lake Tahoe repositions the property as a modern luxury destination rooted in culture, design, and elevated experiences. This summer, Caesars Lake Tahoe will unveil new state‑of‑the‑art amenities such as Tessie’s Cocktails & Chords, the High Dive Pool & Lounge, and a Wellness & Fitness Center. The campaign’s impact is driven by its use of real-world re-direction, blending OOH, social, and film to create moments of surprise in both physical and digital environments.
Guto Araki, Co-Founder and CCO, Fellow Kids
“Social media makes us think you need a passport to go somewhere worthy of the ‘gram. Gordon’s dryness felt like the perfect tone to snap back to reality. Tahoe is right here! Hello!”
Lacy Morrow, Co-Founder and Head of Brand, Fellow Kids
“We saw an opportunity to challenge the idea that meaningful experiences require going far from home – and to remind people that some of the most unforgettable moments come not from distance, but from a shift in perspective.”
Sam Zebian, SVP, Caesars Digital-Brand Marketing & Strategy
“We set out to reintroduce Caesars Republic Lake Tahoe as a love letter to the destination itself. This campaign celebrates the natural elements that make Lake Tahoe iconic, elevating them as the primary draw for travelers. It also represents the capstone of a sweeping transformation that has reimagined the property from the ground up. By using a deliberate misdirect, paired with Gordon Ramsay’s unmistakable personality and authentic connection to the resort through Hell’s Kitchen, we remind travelers that world‑class experiences aren’t always far away, sometimes they’re waiting to be rediscovered, reimagined, and returned to.”
CREDITS
Agency: Fellow Kids
Guto Araki – Co-Founder / CCO
Lacy Morrow – Co-Founder / Head of Brand
Neal Desai – Co-Founder / ECD
Eric Christy Manchester – Co-Founder / ECD
Reece Hoverkamp – Creative Director
Seth Prandini – Creative Director
Ali Issari – Producer
Josh Brewer – Group Account Lead
Hailstorm – Business Affairs
Sayra Moran – Social Strategy
Production by Good Behavior
Executive Producer: Victoria Guenier
Director: Pete Marquis
Line Producer: Adam Lawson
Director of Photography: Zach Voytas
Production Designer: Francois Jordaan
Additional Production
Director: Travis Kuhlman
Photographer: Julian Martin
2nd Unit Director: Billy Watts
Aerial Imagery: Lloyd Garden
Editorial by Whitehouse
Editors: Brian Gannon
Assistant Editor: Ava Blaugh
Executive Producer: Kristin Angelett
Head of Production: Katrina Kuss
Senior Producer: Jared Thomas
VFX / Post Production by Tribbo
VFX Creative Director: Bibinho Carvalho & Rodrigo Pina
VFX Supervisor / Senior Flame Artist: Rodrigo Pina
3D / AI Lead Artist: Erick Buosi
AI Artist: Tato Carvalho
Producer: Rafael Flamínio
IT Manager: Lucas Pereira
Account Manager: Carolina Barros
Color by TRAFIK
Colorist: Ricky Gausis
Producer: Alexandra Garcia Ortiz
Color Assist: Gemma Parr
Audio by Lime
Audio Mixer: Matt Miller
Audio Assistant: Ian Connie
Executive Producer: Susie Boyajan
Producer: Cassie Underwood
Music by Caya
Executive Creative Director: Ben Einziger
Creative Director: Tim Adams
Executive Producer: Kiki Einziger
