In partnership with the creative team at Marriott International, Icon International conceived, produced and directed a cinematic branded content film for Le Méridien Hotels & Resorts. Directed by Nick Bolger, the project takes viewers on a sensory journey through Catalonia, where gastronomy, craftsmanship and local encounters become a window into the region’s identity and Le Méridien’s distinctive approach to destination-led travel.
Travelling by motorcycle from Barcelona to the Mediterranean coast at El Vendrell, the film follows celebrated pastry chef Johnny Iuzzini as he discovers the people, ingredients and traditions that define Catalan cuisine. Rather than focusing on fine dining alone, the journey celebrates everyday craftsmanship—from handcrafted orxata at the historic Horchatería Del Tío Che and the centuries-old roasting traditions of Casa Gispert, to artisan baking at L’Obrador and the renowned Avgvstvs Forvm winery, where locally produced wine vinegars have earned international acclaim.
From concept through to final delivery, Icon led the creative development, direction and production of the film, carefully curating locations that reflected the richness of Catalonia’s culinary heritage. Every stop along the route was chosen to reveal a different aspect of the region’s identity, allowing food, landscape and the people behind each tradition to shape the narrative naturally.
The finished film captures the spirit of slow travel and meaningful discovery, demonstrating how branded storytelling can move beyond destination marketing to create an emotional connection with place. By combining cinematic filmmaking with authentic local experiences, the project embodies Le Méridien’s belief that every journey should leave travellers with a deeper understanding of the culture that surrounds them.