Joshua Tierney, Chief Creative Officer at BMF, has cracked the code on what modern luxury feels like. With the "Stay Iconic" campaign for Marriott International’s Luxury Group, he transformed high-end travel into a playground of art, culture, and once-in-a-lifetime stories. His team choreographed jet-set moments with Blade and rewrote the hospitality playbook with Sotheby’s, auctioning custom travel experiences that landed in the homes of collectors and the pages of Vogue. Call it what it is: a masterclass in brand mythology. Under Joshua’s direction, Marriott expanded its VIP database by 30%, earned 3 billion impressions, and saw a 10% lift in revenue. Brand perception climbed, Gen Z to Boomers tuned in, and the press couldn’t stop talking. Joshua's work turns brand strategy into cultural gravity, pulling high-net-worth audiences into rich, cinematic moments they never want to leave.
