Creating a Mascot
The last project I worked on at Expedia Group was creating a new brand mascot for Hotels.com: Bellboy, the walking, talking desk bell. Tasked with something memorable, distinctly ownable, and versatile enough to carry everything from product discounts to major campaigns, we merged two hotel icons—a desk bell and a bellhop—into a single character that feels instantly familiar and delightfully original. Bellboy became the center of social-first films and the largest out-of-home campaign Hotels.com has run, highlighting the brand’s unique product offerings with humor and wit while remaining flexible enough to support a wide range of messages and channels.
Sketches
The evolution of the Bell. From Post-it sketch and AI renders to approved design direction and initial puppet tests.
Production
Pre-vis to 3D renders. This process involved several rounds of testing gloss, texture, color and most importantly, leg Length. Bell can’t be too short or too tall. Bell has to be just the right height.
The real puppet coming to life in the workshop.
The full production model
The Campaign
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Bellboy launches a bold outdoor campaign across three countries. Placed in busy city centers, commuter routes, and cultural spots, the ads repeat often to quickly build curiosity and recognition.
The campaign creates a unified, scalable presence that frames Bellboy as a friendly, modern mascot ready to serve up great deals.
The social-first campaign was built on simple, fun melodies, highlighting the unique product offering on Hotels.com as well as a series of short films narrated by Bellboy from the hotel front desk.
