Justin Theroux Steps Into Role of Global Explorer as Marriott International Reimagines Luxury

Image credit: Jake Rosenberg

​Stept Studios, the award-winning creative and production company, has unveiled ‘I Am The Luxury Collection’ - a new global campaign for Marriott International’s The Luxury Collection, featuring actor and filmmaker Justin Theroux as the brand’s latest global explorer.

Conceived and developed by Stept’s Creative & Entertainment team, led by Davey Spens, the campaign represents the latest chapter in a long-standing creative partnership between Stept and The Luxury Collection. Drawing from Stept’s deep understanding of the brand through past collaborations - including ‘Inside the Collection’ and creating the format for ‘Travel By Design’ - the team designed the campaign from the ground up to express a contemporary take on global luxury: distinct, human, and full of character. The spot was directed and edited by Liam Tangum.

“We built a campaign around personality, around the idea that individuality is the new luxury,” said Davey Spens, head of creative and entertainment at Stept Studios. “Charm, eccentricity, wit, a point of view - these are what make a place or a person unforgettable. In 2025, luxury isn’t about perfection; it’s about distinctiveness. It’s about how something makes you feel. The result is a brand that doesn’t whisper from behind glass; it looks you in the eye and starts a conversation.”

The ‘I Am The Luxury Collection’ campaign has debuted globally across digital, CTV, and social platforms, celebrating The Luxury Collection’s portfolio of over 130 iconic hotels and resorts across 40 countries. The campaign’s hero films and evergreen assets introduce Justin as an omnipresent, slightly surreal “curator” - a character born from a highly collaborative relationship between Stept’s creative team and The Luxury Collection.

To bring the curator’s world to life, Stept’s production and design teams filmed on location at properties within The Luxury Collection’s portfolio including Solaz, a Luxury Collection Resort, Los Cabos; The Palace, a Luxury Collection Hotel, Madrid; and Perry Lane Hotel, a Luxury Collection Hotel, Savannah, capturing the authentic beauty and distinct character of each destination. Justin Theroux’s scenes were filmed on custom-built sets, designed to evoke a sense of timeless luxury and subtle surrealism. Each environment included carefully curated nods to properties across the globe - from signature design motifs to authentic pieces and products sourced directly from select hotels, such as the Frette robes featured throughout the films. The result is a cinematic universe that blurs the line between imagination and place, celebrating the individuality and artistry that define The Luxury Collection.

Blending Stept’s cinematic storytelling with The Luxury Collection’s legacy of hospitality, ‘I Am The Luxury Collection’ positions the brand as more than a collection of destinations - it’s an invitation to explore the world through a lens of personality, artistry, and emotional connection.

“Justin embodies the spirit of exploration and curiosity that defines The Luxury Collection. “As a brand rooted in destination discovery and authentic cultural immersion, Justin reflects our commitment to inspiring travelers to engage deeply with the world’s most captivating places.” said Bruce Rohr, vice president and global brand leader, The Luxury Collection. “Stept’s creative partnership and cinematic approach brought this story to life with extraordinary artistry and emotional depth, beautifully showcasing the unique character and sense of place that distinguishes every property within The Luxury Collection.”