Hilton Iceland Parliament: Behind the Scenes

Hilton Iceland Parliament Hotel Video and Photography Production

Hilton Worldwide brought us on to produce a suite of video and photography content at the Hilton Iceland Parliament Hotel, part of Curio Collection’s Style of the Stay campaign. We had just four weeks to prepare the Hilton Iceland Parliament shoot, and we completed filming in five tightly scheduled days on location in Reykjavik. As a result, we delivered a high-end campaign on a lightning-fast turnaround — and it’s one we’re proud to share.

A look back at one of our coldest, coolest, and most beautifully understated shoots

After a bit of a wait, we’re thrilled to see our video for the Hilton Iceland Parliament Hotel finally out in the world. We shot it back in March 2024, just weeks after wrapping our shoot for the Hilton Aleph Rome Hotel. Because of that, seeing it launch now — in the middle of a humid British summer — feels slightly surreal.

This project stood out from day one. It was our second campaign for Curio Collection’s Style of the Stay series. This time, the creative brief asked us to spotlight the hotel from a business traveller’s perspective — but with warmth, atmosphere, and a human feel. In contrast to typical corporate messaging, this one called for storytelling with subtlety.

A still from the final film, showcasing our cast in the striking lobby of the Hilton Iceland Parliament Hotel.

A contrast to Hilton Aleph Rome — and a fresh approach to the Hilton Iceland Parliament shoot

Rome was bold and ornate. By comparison, Iceland asked for calm. The Parliament Hotel holds a quiet confidence — textural, minimal, and still.

To reflect that, we used a single-camera setup (Arri Alexa Mini with Sigma cine primes) and leaned into intention: slow steadicam glides, wide compositions, and naturally lit details. As viewers, we’re invited to pause and absorb.

Because of this visual tone, we kept production design clean and minimal. Instead of filling spaces with props or set dressing, we let the hotel speak — our job was simply to listen.

A cinematic moment from the film: Nicole Evans out of focus in the foreground, Reykjavik’s cityscape providing the tone and texture behind.

Four weeks. Two hotels. No room for error.

From greenlight to shoot, we had just four weeks — and not for one hotel, but two. We filmed both the Hilton Reykjavik Konsulat and the Hilton Iceland Parliament Hotel back-to-back within a single week. As you can imagine, that meant building two creative plans, two casts, and handling an immense amount of logistics.

Pre-production moved quickly. We received over 500 casting submissions and worked closely with Hilton to narrow those down to five lead cast members. Simultaneously, we curated wardrobes, developed shot lists, refined production design, and built a robust schedule.

Meanwhile, our producers managed all travel and accommodation for a 30+ person team. They booked local extras via Grounded Creative Studios and coordinated our trusted UK-based crew of 20. The whole project spanned three time zones, so clear communication was critical — and the team delivered.

Zee Pitula on screen in one of the hero scenes, showing off Iceland Parliament’s luxurious spa area

Calm on camera, full steam behind the scenes

While the Hilton Aleph Rome Hotel shoot leaned into visual spectacle, the Hilton Iceland Parliament shoot focused on restraint. We filmed everything using the Alexa Mini, relying on slider and steadicam to create gentle, fluid motion. Static shots were used sparingly, only when the architecture truly demanded stillness.

To keep the atmosphere grounded, we cast 10 UK-based models. Their performances blended effortlessly with the setting. A few Hilton team members also appeared in supporting moments, bringing an added layer of authenticity.

Styling remained simple and elegant throughout. Ceri Roberts led production design with a light but thoughtful touch — enhancing the feel of lived-in comfort without ever overshadowing the space.

Director Ross Dixon and producer Jamie Anderson on set at Hilton Iceland Parliament Hotel shoot

The team that made it happen

Ross Dixon from Third Aspect directed both Iceland shoots, shaping the project with precision and creative calm. Sally Minns of Good Day Studio led styling, curating 60+ looks and managing wardrobe on location. Meanwhile, Mike Sreenan captured photography that echoed the tone of the film — clean, authentic, and confidently minimal.

Thanks to weeks of preparation and tight collaboration, the shoot ran smoothly from start to finish. Everyone understood the vision. Ultimately, that clarity translated directly onto the screen.

DP Kyle Heslop capturing Nicole Evans on location at the Hilton Iceland Parliament Hotel

Shot in Reykjavik. Edited in LA.

We handled all production in Reykjavik, while Hilton’s LA-based team — led by Don Broida — managed post-production. Each day, our DIT selected the strongest takes and uploaded proxies to Google Drive, allowing the edit to begin immediately.

To ensure safety and redundancy, we created four separate SSD backups: one stayed in Iceland, two returned with our team to the UK, and one flew to LA with the agency.

Explore the Hilton Iceland Parliament

See the Hilton Iceland Parliament here in all its glory:

Why the Hilton Iceland Parliament shoot mattered

Although the final video launched months later, this shoot was a pivotal moment in our ongoing relationship with Hilton. It landed right in the middle of a high-paced 2024 run — from Rome, to Reykjavik, to London — and played a key role in establishing us as a trusted production partner across Europe.

Since then, we’ve gone on to deliver additional Stay Tours campaigns for Hilton, including shoots in Ireland and the Netherlands. Every project brought new challenges, but our shared commitment to creative quality has remained consistent throughout.

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