The Collab That Flips the Script on Storytelling
When luxury meets street: The Late Checkout x Ritz-Carlton campaign
We stopped in our tracks for a recent Linkedin post by Stephen Mai. Highlight the recent Late Checkout x Ritz-Carlton collab.
It works—and here’s why. It’s that perfect clash of high-end luxury and street-level culture that makes you stop and go, wait… but also, yeah!
Why this hits different:
It makes consumers part of the experience.
It’s a storytelling piece. You follow along because you are invested in what’s going to happen next. You connect—not just to the visuals, but to the personas, the humor, the attitude. It’s not just a campaign; it’s a story you want to follow.
… and as Stephen put it so well, “It disrupts stale industries. The The Ritz-Carlton Hotel Company, L.L.C. isn’t known for creative risk-taking, but this collab proves that even the most traditional brands can stay relevant by leaning into imaginative world-building.”
Late Checkout is all about movement, community, and that effortlessly cool energy, while Ritz-Carlton is the definition of polished, five-star exclusivity. Together? They flip the script—suddenly, luxury feels a little more laid-back, and streetwear gets a touch of old-money class. It’s unexpected, it’s fresh, and most importantly, it gets people talking. And that’s the whole point, right? Love the boldness. Love the edge!
How Can Schools Flip the Script?
Schools can take a page from this campaign by elevating their storytelling through stakeholder personas—a tactic that moves beyond rigid, institutional messaging to create a more accessible and relatable brand. Just as Late Checkout and Ritz-Carlton redefined luxury by blending exclusivity with culture, schools can break free from traditional perceptions by making their narratives more human, personal, and engaging.
By bringing students, faculty, alumni, and parents to the forefront, schools create stories that resonate. A first-gen student’s journey, a professor’s insight, an alum’s reflection—these aren’t just testimonials; they’re immersive narratives that connect emotionally. When schools shift from talking about their brand to co-creating it with their community, education feels less like an institution and more like an experience people want to be part of.