This project brings together the creative leadership work developed at Yurbban Hotels, focused on art direction, shootings, and content supervision for social media under the positioning Live as a native.

From the outset, the approach was clear: to show the city and the hotel through an everyday, close, and honest lens. To create content capable of connecting with a traveler who does not want to “visit” the city, but to be part of it. Content that needed to feel lived in, not produced.

The hotel thus becomes the starting point for discovering the city from the inside. It is not about visiting a destination, but about inhabiting it like a local.