Description
College move-in day: a harrowing rite of passage. Graduate by Hilton's new back-to-school campaign, created with social-first creative agency Movers+Shakers, turns one of the year’s most chaotic family moments into an orientation for the fictional Order of the Stay, a not-so-secret club that makes college move-in more manageable.
The hero spot plays like an initiation video, complete with an oath and a narrator, played by actor, writer & social media influencer, Clayton Farris, (@claytonfarris4ever) who guides viewers through the Graduate experience while introducing the very-real absurdities of college move-in day, from exhausted parents to students confronting the reality of leaving home.
The creative also pulls directly from the Graduate by Hilton brand. Its hotels are designed around the college towns they call home, with school-specific references, local history, and unexpected design details woven throughout each property.
The campaign will run across the brand’s social channels, supported by additional short-form spots. Graduate is also extending the idea through a creator program featuring different perspectives on the college experience, from a senior reflecting on move-in day to a design-focused creator exploring Graduate’s interiors and a parent recreating the move-in experience.
This professional campaign titled 'College move-in day: a harrowing rite of passage.' was published in United States in August, 2026. It was created for the brand: Hilton, by ad agency: Movers+Shakers. This Film and Integrated media campaign is related to the Recreation, Leisure and Travel and Tourism industries and contains 1 media asset. It was submitted 17 minutes ago.
Credits
Talent:
Clayton Farris: Actor, Writer & Social Media Influencer
Hilton:
Carla D'Alessandro, Vice President, Lifestyle Marketing at Hilton
Stacey Murray, Senior Director, Lifestyle Brand Marketing
Barbara Heidkamp, Manager, Lifestyle Brand Marketing
Claire Grisolano, Senior Social Media Specialist
Kayla Okonow, Director, Lifestyle Brand Marketing
Libby Walker, Senior Manager, Copy Director, Lifestyle Brands
Marianna Zachou, Creative Director: Lifestyle Brands
Alex Lanoisz, Senior Manager, Art Director
Movers+Shakers:
Meagan Funt-Bishop, Account Director
Evan Kaufman, Creative Director
Shawn Lynch, Copywriter/Associate Creative Director
Yohance Barton, Senior Content Creator
Mario Proaño, Senior Art Director
Phil Russel, Senior Video Editor
Tamara Baskin, Senior Influencer Manager
Sarah Sek, Senior Influencer Manager
Ariana Sicilian, Account Manager
Daniel Ostrander, Director of Production
Grace Adams, Vice President of Integrated Production
Taís De Jesús, Senior Social Media Manager
