Self-initiated creative project

Brand Concept · Creative Direction · Storytelling · Content Creation

Minibar Stories was a self-initiated Instagram concept built around my love for hotels, travel, food and the little details that make a stay memorable.

I developed the concept, brand identity, tone of voice and content direction from scratch, creating a distinctive editorial approach that combined hotel experiences with humour, personal storytelling and lifestyle content. Rather than focusing solely on luxury or traditional travel content, the idea was to make hotel experiences feel relatable, entertaining and personal — from minibar discoveries and breakfast rituals to books between the sheets, spa moments and exploring the neighbourhood around each stay.

The project was designed as a faceless content platform, where personality was communicated through creative direction, scripted storytelling, my own voiceovers, visual details and mobile-first content rather than an on-camera presence. I wrote and recorded the voiceovers myself, using humour and a conversational tone to create a recognisable narrative style.

My role: Creative Direction · Brand Concept · Storytelling · Content Strategy · Content Creation · Voiceover · Copywriting · Concept Development · Social Media Management

The account is currently inactive, as the project was paused due to time and resource constraints. However, it remains a strong example of my approach to building a brand from scratch, developing a distinctive content universe and turning a personal passion into an engaging editorial concept.